WIDER GLASSES BOOST SALES

Two studies reported on morningadvertiser.co.uk reveal massive differences in consumer behaviour between short wide glasses and tall slim glasses. Research company Retail Active found that drinkers poured up to 80% more into short wide glasses of the same capacity. An Oxford University project estimated 88% higher consumption from short wide glasses. Experienced bar staff were seen to pour 26% more alcohol into tumblers compared with highball glasses. Apparently it’s all because of the “vertical-horizontal illusion”, which means we tend to focus on heights rather than widths and overestimate the vertical.