GLASSWARE make a clear impression
and they need to breathe. This bowl allows the wine to breathe, and consequently, it tastes better.
For restaurant operators, this has a double impact. First, clients enjoy the wine more, and second,
they are more likely to order a second glass.”
Jerry Moore, senior category manager, foodservice beverageware, at Libbey, Toledo, Ohio,
agrees that the capacity of glassware is important. “Every ounce of that glass is money made or lost
by a restaurant, so the precision of your serving size is critical. In the U.S., a wine pour is usually 6
ounces. We did some math and learned that even a difference of an eighth of an inch can be huge.
If the bartender over-poured by just that amount and served 200 glasses a night, it accumulates to
five bottles of wine down the drain.”
Think of your glassware as a merchandising tool, Moore says. “It’s an integral part of the guest
experience and should reflect the image the restaurant wants to convey. For example, a cocktail
bar selling $20 cocktails is going to need a much nicer glass than the draft beer joint on the corner.
Glassware can deliver a wow factor that highlights a beverage and stimulates sales.”
Those sales are as much about the beverage as they are about the receptacle that contains them.
Both create an impression of value that has an enduring effect on your bottom line. Take a craft
beer destination. “A broad selection of glassware is crucial to highlight different styles of beer,”
Moore says. “You don’t want to serve a $4 Bud Light and a $10 hoppy IPA in the same kind of
glass, because the customer won’t see the value. The glassware makes a huge difference in how the
drink tastes, smells and looks, and diners are starting to understand that.”
For an operator, it makes sense to consider glassware as an investment that can drive the
profitability of the establishment. While most glassware will pay for itself after one use, the more
uses that can be found for that glass, the better your return on investment will be. “Why not use a
cool martini glass for a shrimp cocktail, an appetizer or a beautiful dessert?” Moore suggests. “Use
the glass to drive sales and profitability.”
Broken glassware is par for the course for restaurant operators, but making durable choices
can help minimize breakage. Moore suggests operators ensure that the glassware they choose is
suitable for their establishment from a handling standpoint. “It’s not just what the glass looks like,
ABOVE, TOP: These glasses from Riedel Crystal provide a colorful option for cocktails, juices and sparkling water.
ABOVE, BELOW: Riedel’s “O” collection allows the pairing of a wine to the glass that will bring out its best characteristics.
OPPOSITE: This whiskey glass from Nachtmann, new in 2017, offers a contemporary studded look.