Typically when choosing proper glassware for a beer, you worry about what’s coming out of it: Does the shape properly harness and unleash the aromas and flavors, for example. But London-based ad agency Karmarama decided to take the opposite approach, designing a glass for Indian beer brand Cobra that claims to perfect what happens when the beer goes in.
According to Adweek, who openly admit they don’t take the design of this unique glass particularly seriously, Karmarama claims it got help from hydrodynamics and fluid mechanics specialists, as well as professors from Birmingham University and Imperial College to help create the fittingly snake-like ridge that spirals its way from the top to the bottom of the glass. To hear the agency describe it, the glassware “has a unique channel in the interior facia allowing the liquid to flow smoothly around the glass to the base, creating a whirlpool effect, releasing flavor and aroma and creating the perfect head, all in order to bring to life the beer's ‘Impossibly smooth’ positioning.” Hmm, I’m beginning to understand why none of these “specialists” or “professors” are named by name.
To be fair, Cobra isn’t taking themselves too seriously either. Ads touting the new glass are given the slightly cheeky tagline of “Made of Science.”
As someone who’s been around the beer world, I find the new glass to be a bit of a rip-off of the Miller Lite Vortex Bottle, which also tried to tout the idea of creating a better pour though some spiral glass ridges, in that case around the top of their bottles. After all these years, you’d think we’d see better advances in beer pouring pseudo-science.