During a recent work gathering in New York City, Brady Dunayer, a 28-year-old analyst in real estate banking, was taken aback when he received his whiskey-based cocktail. It was served in a stemmed glass and adorned with a flower. Brady found the presentation to be unexpected for a whiskey drink, so for his next round, he requested the same cocktail but without the flower and in a rocks glass.
Daniel Kaye, a 26-year-old finance worker, had a similar experience at Commerce Inn. He wasn’t thrilled with the fruity cocktail he ordered, particularly because it was served in a highball glass with a striped straw, which made him feel a bit feminine. Daniel described the venue as masculine and expected more whiskey-based drinks.
There are various reasons why bartenders choose specific glassware for cocktails, such as dilution and aeration. However, these considerations often don’t matter to the 30-something finance bro demographic, according to Kyle Kuhl, head bartender at Rocco’s Sports & Recreation in NoHo.
While efforts to challenge gender norms are apparent in various aspects of our lives, such as fashion and makeup, the cocktail bar seems to be stuck in the past. Bartenders have noticed that many men remain steadfast in their preference for “manly” glassware, avoiding anything they deem too feminine.
“It’s become somewhat of an inside joke in the industry that we stereotype people based on their glassware preferences,” said Kaslyn Boss, a bartender at Donna in the West Village. At Donna, the drinks are vibrant, often garnished with fruits and cocktail umbrellas, and served in curvaceous glasses.
Kaslyn has received requests, exclusively from men, to transfer cocktails to different glasses. She observed that when men request a “manly” glass, it’s always a rocks glass.
At Rocco’s, Kyle Kuhl has come up with a solution by including a color-coded glassware guide on the cocktail menu. A blue dot indicates a rocks glass, green signifies a coupe glass, and brown denotes a novelty glass (such as one shaped like a football).
Since the pandemic, there has been an increase in glassware imagery on menus to avoid surprising customers, according to Kuhl. This trend aims to provide transparency and educate customers about the glassware their cocktails will be served in.
Choosing the right glassware is crucial. For example, Kuhl serves the Serena Chilliams, a twist on a French 75, in a coupe glass to maintain the drink’s temperature and prevent dilution. His menu offers clear explanations to inform customers.
While this system requires some knowledge about glassware, it proves effective. Kuhl shared an anecdote about a younger customer who decided against ordering the Cherry Bonds after researching what a Nick and Nora glass looked like, as it might be considered non-manly.
Advertising executive Rory Sutherland addressed this issue in his book, “Alchemy: The Surprising Power of Ideas That Don’t Make Sense.” Sutherland discovered that men were hesitant to order cocktails because they didn’t know what type of glass they would be served in. The solution was to include illustrations or pictures of the drinks on the menu.
In a TikTok video that garnered over 2.4 million views, Max Klymenko, another advertising professional, shared Sutherland’s revelation with a new audience. Commenters mostly confirmed the findings, with one bartender noting that some men even freak out about a straw.
Klymenko explained that TV shows and movies play a role in shaping expectations. He specifically referenced Harvey Specter on “Suits,” who always drank from a short glass, leading Klymenko to assume it was a sophisticated choice.
Shinji’s in the Flatiron district features illustrations for its house cocktails, all served in specialty glassware. At the Up & Up in Greenwich Village, the menu includes illustrations and a key indicating rocks, highball, and stemmed glasses. The intention for this guide is to communicate the strength or dilution of the drink, but it also saves a step for customers who prefer rocks glasses exclusively.
Haley Traub, general manager at Attaboy on the Lower East Side, emphasized the need to dismantle gender roles and dynamics in society. She expressed disappointment in the persisting stereotype of “man’s glass.” Traub believes education and explanation can help change people’s perspectives, even though the stereotype may persist for now.
Jake Webster, a 24-year-old finance worker, used to feel pressured to order drinks in stemless glasses. However, after getting tired of ordering drinks he didn’t enjoy, he now confidently orders a Cosmopolitan served straight up in a V-shaped glass, despite receiving judgmental stares from some individuals in bars.
“It’s 2023,” Webster said. “Who cares anymore?”
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