I’ll admit it: I’ve become a glass snob. Once upon a time – back in the days when D:Ream were riding high in the popular music charts and Brookside was required viewing – I would drink most things out of most receptacles. Carling out of a plastic glass? Gin out of a mug? Orange juice out of a thimble? No problem, bring it on. But as the years have advanced, my taste and tolerance for anything less than perfection have done so too. These days, I will not tolerate gin out of a mug. Not even my favourite mug…
Take Peroni as a prime example. I like drinking Peroni – mmm, beer. But would I say I preferred the taste over a myriad of other similar lagers elbowing each other out of the way for my business? Heineken, Stella, San Miguel, Carling Export? Probably not. But what I do love is the marketing of the beer, and a bit like my Nespresso machine, I’ve fallen for it like a cat on an ice rink – splat.
You see, Peroni comes in tall glasses. Well, actually, not even glasses, more like vases. A vase of beer. And when you get your vase of Peroni beer, all tall, stylish and lovingly enscribed, you get to stroke it and it feels like it was always meant to be: you, the vase, the Peroni. It brings a smile to my face even typing it. Now, every time I walk into a bar I scan the taps and if Peroni is there, I ask the vital question: “Do you have Peroni glasses?” If the answer is no, I change my order. Honestly, have you tried drinking Peroni out of a bog-standard pint glass? Tastes like cat’s piss.
Luckily, I was born into this era of pub life and not into the 19th century, where I would have had to put up with a silver tankard or nothing. Today, many breweries see the benefit of glasses in marketing and branding their products, so more and more bars give you the correct glass for the correct product, which to my mind is an absolute triumph of the corporate world. Sure, they might have brought the world’s economy to its knees with their insistence on consumerism at all costs but also remember – they introduced the vase of beer. Thanks, Peroni.