Research finds the shape of a glass could make you drink more

31st August 2010, 8:56am

The shape of the glass you use could be making you drink more than you think – according to a new report.

Drinkers were found to pour and consume more when they used a short fat glass like a tumbler – rather than in a tall, narrow "highball" glass. 

The report by the business intelligence and mystery shopping company Retail Active said people given a short wide glass poured over 80% more than those given a tall slender one – even though both held the same volume. 

Retail Active's managing director, Julian Chamberlain said: "We have a number of high profile clients in the catering and leisure industry and we have produced this report for them based on a number of studies world-wide. 

"It is of particular interest to clients who offer self service facilities. The shape of the glass their customers use could have an effect on profit margins. Tumblers will cost more to fill than highball glasses. 

"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. People who pour their own drinks will be doing the same." 

A published study by the leading Oxford University psychologist, Prof Charles Spence, said the phenomenon was due to what's known as the vertical-horizontal illusion, in which observers tend to focus on heights rather than widths and over-estimate the vertical. 

His research found that people drink 88% more when consuming drinks in short wide glasses. He found that even veteran bartenders poured 26% more alcohol into tumblers than highball glasses. 

Prof Spence says perception of cocktails is also affected by the shape of the glass and that people enjoyed drinks less if served in an inappropriate container: "To maximize the strength of your Martini – make sure it is poured into a flat glass." 

Julian Chamberlain added: "Customer behavior and their response can be greatly influenced by their perception of the way things are served. This is a fascinating example of the way in which a psychological factor and an optical illusion can have a dramatic effect on the way in which drinks are consumed."

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