I knew glassware would get stolen. The obvious - and well known solution - is to use plain glassware.
I want to be able to offer an experience representative of our brand and ethos when you visit the Tree House. Part of that is drinking out of a branded glass. I made that decision a long time ago. If it doesn't work, it doesn't work, but I resolved to try it for starting out.
I know branded glassware is stolen at a much higher rate industry wide. This doesn't make it right, or acceptable, in any capacity.
So far roughly one in ten people receiving a pour have stolen their glass. This is what legitimately shocked me, and compelled me to bring it up.
"Deter theft" was the wrong way to put it. "Identify theft" would have been better. If you possess a small logo, etched glass outside of the brewery, there are two explanations: You took it because you thought you paid for it (there is no indication you did - and twenty signs scattered about the taproom to indicate that you didn't), or, (much more likely) you knowingly and willingly stole it.
Since asking for help we have been notified of at least one person selling a dozen or so of said stolen glasses in our lower parking lot. With any luck, bringing it up will help us identify and thwart more of this type of behavior, and allow us to continue serving our beer in branded glassware. If not, we've wasted very little energy and life goes on.
Stealing is wrong, regardless of value or context.
Unless: