What’s in a beer glass? Hopefully beer, but there's much more to be found. Some novices say the vast majority of glassware is just marketing; this couldn't be further from the truth.
As soon as beer hits the glass, its colour, aroma and taste is altered; your eye candy receptors tune in, and your anticipation is tweaked. Hidden nuances, become more pronounced, colours shimmer, and the enjoyment of the beer simply becomes a better, more complete, experience.
A glass that promotes a healthy foam head may enhance the trapping of certain volatiles. And as varying levels of head retention and presentation are desired with different styles of beers, different styles of glassware should be used accordingly.
In fact branded glassware is now the number one item to promote a brand or brewery. Customers demand that the correct brand be served in the correct glasses.
In Europe, especially Belgium, each brand of beer will often have its own glass that bars then serve them in. In fact, some breweries have been known to engineer the glass before the beer.