Drinking Too Much? Blame Your Glass

sciencehabit writes "Before you down that pint, check the shape of your glass—you might be drinking more beer than you realize. According to a new study of British beer drinkers, an optical illusion caused by the shape of a curved glass can dramatically increase the speed at which we swill. The researchers recruited 160 Brits, and asked them to watch a nature documentary while they drank beer from straight or curved glasses. The group drinking a full glass of lager out of curved flute glasses drank significantly faster than the other group--possibly because the curved glasses impaired their ability to pace themselves while drinking."

Comments

Re:And?

[houghi]

They will be able to count. I doubt that they will actually do so.
What people do is go out and then go home at a certain time.

Say that in that time you have 5 pints out of pint glasses, but because you now drink out of a straight glass, you will have only 4. That is 20% less consumption.

No matter what company you are working for, 20% less sales is a LOT.

Or look at it the other way around. Imagine that you are a company that sells beer in straight glasses. Going to curved ones can increase your sales by 25%.

In Belgium Stella Artois is chaging the Stella straight glasses for curved ones. They do not change the beer. They do it purely out of marketing reasons. Make the beer classier and not compete with their other standard beer Jupiller. They estimated that the whole image change will take about 10 years. Turn it into a classier beer. And all this without changing the taste of it.