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As they battle for bar-goers’ attention, brewers are looking beyond flashy tap handles and neon signs to something more fundamental: the beer glass.

Branded glassware has been around forever, of course. But this basic marketing technique is gaining new relevance as brands look to stand out at bars where the brew options are ever growing.

Consider MillerCoors’ Blue Moon, which along with its distributor network this year is spending about $2 million to fill bars with its signature slender wheat-beer glasses emblazoned with the Blue Moon logo. That’s substantially more than the brand has typically spent on glassware. Recent market research showed that glassware helped lift the brand’s same-bar sales volume nearly 40%.”It was really kind of ‘dumb-beer-guy math’ to look at it and say this thing hunts really hard for us, [so] we need to make sure that we are investing to the right levels,” said Blue Moon Brand Director Kevin Reilly.

Continue reading at AdAge.com