By Lesley Foottit
The shape of the glass people drink from can cause them to pour and consumer more than they think, according to a new report.
Business intelligence and mystery shopping company Retail Active found that drinkers poured up to 80% more into a short wide glass than a tall slender one, although both held the same volume.
A study by leading Oxford University psychologist Professor Charles Spence found that people drink 88% more when consuming drinks from short wide glasses.
In the study even veteran bartenders poured 26% more alcohol into tumblers than highball glasses.
He explained the results as the “vertical-horizontal illusion” in which people focus on heights rather than widths and over-estimate the vertical.
Spence also found that people’s perception and enjoyment of cocktails is affected by the shape of serving glasses. For example, Martini should be served in a flat glass.
Retail Active managing director Julian Chamberlain said it is of particular interest to those who offer self service. “But there are also health implications for alcohol drinkers and there is evidence that even experienced bar staff pour more alcohol into tumblers when estimating a shot of spirits,” he said.
“People who pour their own drinks will be doing the same. Customer behaviour and their response can be greatly influenced by their perception of the way things are served.”
