Most cocktail glasses are designed to hold the unique aroma of the cocktail to maximize its taste. However, some glasses play different roles. While I visited Singapore, my friend recommended me to visit Loof, a rooftop bar. It is located across the famous Raffels Hotel, a colonial-style super luxury hotel in the downtown. According to the website, this bar is

Awarded as Singapore’s best rooftop bar, Loof serves up quality whimsy, fresh nostalgia and unbridled playfulness in an urban garden atop Odeon Towers in downtown CBD. Enjoy carefully crafted Southeast Asian inspired cocktails with bar snacks that have a local twist. Then take a trip down memory lane and purchase little gems of locally-curated nostalgia at The Mama Shop. Bask in the cool shade of Loof’s urban garden and take in the best view of Raffles Hotel. Soak up infectious beats from resident DJs and themed party nights.

I wanted to drink energy booster since I spent a hot and humid daytime outside. I ordered “Milo Cocktail” because Milo is the chocolate malt beverage. Interestingly, this cocktail was served by a milk carton shaped glass. Although this glass did not capture the unique aroma the cocktail, it certainly improved my drinking experience because Milo is often served with milk and thus it tasted like Milo milky cocktail.

Stephen Hoch and Young-Won Ha proposed in their seminal marketing paper, Consumer Learning: Advertising and the Ambiguity of Product Experience (1986) that experience is a piece of evidence to test a hypothesis and the hypothesis is the advertising message. This cocktail glass led me to think that product design or package can be a hypothesis now. I thought milk was in there! 🙂