Kopparberg rolls out the ‘GlassGuards’ to further increase security for its stealable glasses
Dubbed ‘GlassGuards’, the minders are stationed at bars to look after the designer glassware that has had a habit of slipping into pub goers handbags and pockets since its launch in April.
Kopparberg has also mounted a social media initiative to help fans of the distinctive glass get their hands on one without breaking the law. Under the hashtag #hideandkeep the Swedish cider brand will be giving away one glass each day of the week to fans who suggest the most creative way to use it. So far suggestions have included as a science beaker, as a vase, and as a candle holder.
Responding to the story, Rob Calder, head of marketing at Kopparberg, said: “As soon as we saw the social media posts on our Twitter and Facebook pages, we knew we had to take desperate measures and enlist stronger security for our glassware – it seems the tags have made the glasses even more desirable. Obviously it’s nice to see the new Kopparberg glass has so much appeal, so we decided to have a bit of fun with it.”
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Julian Brown, the first GlassGuard on duty, added: “Put. The glass. Down.”