Shaken, Stirred, And Stereotyped: Glassware’s Hidden Influence on Gender Perceptions and Order Intentions

Abstract

The presentation of cocktails plays a crucial role in shaping consumer perceptions and purchasing decisions. Despite growing interest in cocktail presentation, little research has examined how specific glassware features influence consumer perceptions in hospitality contexts. This study examines how cocktail glassware design—particularly the presence or absence of a stem—influences gender perceptions and, in turn, impacts consumer order intentions. Across three experiments, the current work investigates whether stemmed glasses are perceived as more feminine than stemless glasses and whether these gender perceptions influence order intentions differently for male and female consumers. We find that stemmed glasses are significantly more likely to be perceived as feminine, which negatively affects order intentions among male consumers. Female consumers, however, exhibit flexibility in their choices, showing no significant difference in order intentions based on glassware design. These findings contribute to the literature on beverage vessel attributes, product-based gender stereotypes and provide actionable insights for hospitality professionals seeking to optimize cocktail presentation strategies.