Luminar, the UK's largest nightclub operator, has reversed its decision to only use polycarbonate glassware in its estate.
The group went fully over to plastic two years ago and at the time it was claimed the initiative had halved insurance premiums and cut cleaning costs by 15%.
But now the new management team, led by chief executive Simon Douglas, has scrapped the decision — and reintroduced glass into 75% of its estate.
The 25% that has retained plastic is restricted by local legislation.
A spokesman for the group said: "A decision was taken to heighten the experience of customer. It's about giving the customer the best drinking experience as possible."
The move is part of a group of initiatives to boost trade at the ailing operator.
Luminar, which this week revealed that comparable sales had plunged by 20.2% in the first half 2010, is trying to revitalise its offer by introducing a range of Ministry of Sound nights and a programme of live music events.
At the time of the introduction of plastic to Luminar, the group's then chief executive Stephen Thomas, claimed drinkers would not be put off by drinking from plastic.
He said: "I think the pub trade are completely and utterly wrong. They're talking nonsense.
"Country pubs and food-led venues are a different matter. But as a liquor-led business with a high footfall, why wouldn't you be in favour of polycarbonates?"
The move comes as a group of A&E doctors and leading health campaigners reiterated their call for a ban on all glasses in pubs and nightclubs.
A conference in London heard that trials in Hull and Lancashire have shown the switch has resulted in less serious facial and neck injuries.
In Hull it is claimed the local NHS has saved £7.2m in eye surgery costs since the introduction of a glass ban in 2008.