Naturally, we always have our glass radar turned on. A few years back, we caught on to the craft beer trend that was sweeping the U.S. We looked into it and learned that there were 4,000 microbreweries operating in America.
That’s a lot, we concluded. What about beer glasses? Amazingly, all those highly nuanced craft beers are poured into the same, basic pint glass. Our radar started beeping.
Most of those microbreweries are making IPA – India Pale Ale, which has a more pronounced flavor profile than the more-popular lagers and pilsners. At this point we had to ask ourselves What If… What if we created a beer glass that amplifies the flavors of IPA? These guys at the breweries are making extraordinary beers full of flavors and aromas that get lost in generic beer glass. So using our experience in wine, we designed a glass that concaved at the rim, allowing for better aroma release. We called it ‘Revival’, given the breath of fresh aromas we were releasing into the IPA market. Our glass sold half a million units before production even began.
The concaved rim also allows the beer to slide to the back of the tongue, where the bitter flavor profile is heightened, perfect for IPA. Then we thought of stouts, which carry almost the opposite flavor profile; rich molasses, chocolate and coffee. When you drink a stout you want it to land on the front of the tongue, where the sweet and umami flavors prosper. So we cut off the concaved rim and the ‘Renaissance’ glass was born.
We strengthened the IPA and stout market positions by creating bespoke glasses that amplified their unique flavor profiles.