Drink Up!

While a majority of the country is in different phases of contending with the current COVID-19 crisis, a universal theme in the nation has been staying hydrated to maintain health. Enter drinkware! Tumblers, mason jars, growlers, and always-popular mugs are sought after by all—healthcare workers, essential personnel, and remote employees—as this country continues to work through challenging times.

Michael Van Beck at Tervis says that people are seeking out quality and brand-recognized products that are highly functional, noting that Tervis fits the bill—with the added bonus of being Made in America. “With China tariff wars, COVID-19, and election year backdrops, MIA is a top trend, and will continue to be,” he elaborates. “We are also seeing big demand for quality drinkware in thank you and gratitude programs for healthcare, first responders, and all pandemic frontline workers. We have also been doing a lot of work from home esprit de corps projects. Sustainability re-fill programs are also trending. Every project is unique in focus, but all have bottom line benefits to the companies that have implemented.” He adds that demand has been steadily rising after businesses started to re-open.

“As people continue to work from home, drinkware is a great employee gift for companies to send their workforce,” BIC Graphic’s Carrie Lewis affirms. “Whether a ceramic mug or travel tumbler, gifting drinkware makes employees feel appreciated while also getting a brand’s logo noticed on every video conference.

“Single-use drinkware like PET disposable cups are also in-demand for businesses who want to minimize the refilling of beverage containers and the spreading of germs,” she continues. “High-quality details like a rolled rim and strong yet lightweight material will help show the advertiser on the drinkware as a high-quality brand.”

Lewis adds that multi-function is always popular in every promotional category and drinkware is no exception. “Tumblers with built-in speakers, a tumbler that turns into a can cooler, or a combination glass and tumbler are unique items that are sure to be used regularly and get even more impressions than single-function drinkware,” she says. “We continue to see interest in drinkware, which isn’t surprising because everyone loves a cool tumbler or fun mug! There has been new interest in upgraded imprint methods like dye sublimation and more color options.”

Growlers and mason jars are hot at Baltimore Glassware Decorators as a result of COVID-19. “Since most bars, breweries, and restaurants are not able to operate as they used to, they have adopted new methods of selling their beer and mixed cocktails,” Michael Augustyniak explains. “They have been selling filled growlers with beer or cold brews. The mason jars have been popular for selling cocktail mixes to go. Other businesses participating in this trend are wineries, meaderies, and coffee roasters. Demand for the growlers and mason jars was unusually high in the beginning when businesses were being forced to shut down or change how their services needed to operate. For most businesses, selling the beer and cocktails to go has supplemented ‘normal’ ways of making a profit. In some cases, selling the beverages and mixes to-go has opened up new revenue streams that have been extremely effective and profitable.”

According to Apple Pan at PCNA, copper vacuum insulated drinkware in retail silhouettes has been the biggest trend for years, as well drinkware with a powder coating. In addition, the company’s EcoSmart® collection has been a top performer.

While Jake Peterson at Webb Collection acknowledges that overall sales for drinkware have been down, the company has seen a recent uptick in sales as employees head back to work and back to the office. “The popular styles have been low cost/budget friendly option typically with a one- or two-color imprint,” he comments.

To that end, the company has recently expanded its printing offerings to include a full-color, near 360-degree imprint on more than 20 different styles—each showcasing a large imprint area and maintaining its original low MOQs, Peterson adds, with stainless steel and ceramic mugs the most popular options.

Color is also the name of the game at Baltimore Glass Decorators. Augustyniak says that new colored growlers—clear growlers coated in a matte black or matte silver finish—have been popular. “The best sellers are the 64-ounce Amber Growler, 32-ounce Bomber Growler, 32-ounce Mason Jar, and the 16-ounce Mason Jar,” he says. They join other popular items: campfire mugs, stemless wine glasses, champagne flutes, mixing glasses, and can-shaped glasses.

Over at BIC Graphic, Lewis reports that the new #46339 Koozie® Campfire Can Kooler takes a classic product and combines it with a classic outdoor pattern. “This retro speckled can kooler is reminiscent of a traditional campfire mug—perfect for keeping beverages cold and hands dry while enjoying the great outdoors!” she enthuses. She also touts the #46336 Silipint™ Wine Glass–14-ounces as another great choice for camping, picnics, and hanging out by the pool. “This silicone stemless wine glass features a polished outer surface and a sturdy base,” she notes. “It’s also lightweight and odorless, and will not break, crack, chip, fade, or scratch!”

Lewis adds that since launching a few years back, the Koozie® Triple has been a top-seller, so the company has made it available in a larger size to accommodate the 16-ounce cans that are popular with craft breweries. The #46311 Koozie® Triple Vacuum Tumbler—16-ounce fits cans, bottles, or can be used as a tumbler with its screw-on, drink-thru lid.

PCNA’s new 1628-53 Zigoo Silicone Collapsible Bottle that the company launched in January has been a top performer, Pan reports, joining new top performers the 1628-14 Colton Copper Vacuum Bottle, 1628-46 Dagon Wheat Straw Mug, SM-6934 Smart 22oz Tritan Sports Bottle, and SM-6932 Thor 20oz Stainless Sports Bottle. Pan adds PCNA also just launched the 1628-15 UV Sterilization Bottle, which she predicts will be the next hot trend.

According to Van Beck at Tervis, the company’s stainless steel drinkware line has been “on fire,” which includes the 12-ounce, 20-ounce, and 30-ounce tumblers, as well the company’s 24-ounce sport bottle and 17-ounce slim bottle. “Our 18/8 grade double walled stainless, copper lining, and vacuum seal rate our line into the best of class category,” he relates. He attributes the company’s 360-degree, four-color UV seamless printing as separating Tervis from its competition.

Suppliers recommend that distributors think outside the box when promoting drinkware items during such unprecedented times. Van Beck of Tervis maintains the company’s designers can get creative with clients’ art—touting visuals as a surefire way to wow clients. PCNA’s Pan recommends marketing drinkware with UV sterilization products, such as its phone sterilizer with wireless charging pad—both high value PPE products. As for other drinkware items, Pan says it is important to position these items for their specific need and also ensure the items aligns with who the customer is, the overall message, and the need they are trying to convey or fill.

Augustyniak at Baltimore Glassware Decorators believes two important areas to focus on are selling craft beer or mixed cocktail blends. “Most places sell at least a 32-ounce version of either the growler of mason jar to serve these beverages,” he comments. “For craft beer, selling the new releases, as well as crowd favorites, in 64-ounce growlers has proven to be very successful. Selling a variety of mixed cocktails to go are a fun and creative way to obtain more sales. Both work great as up-sells to food orders.”

Fortunately, drinkware is not only appropriate for the office—but also for working remotely. “Having a personal cup or mug helps reduce the spread of common viruses,” Webb Collection’s Peterson concludes. “A quality mug will keep hot drinks hot and cold drinks cold for hours. Offering a functional, stylish design with a great imprint will keep your brand in your client’s hands for a long time.”

Case Studies

Michael Augustyniak, Baltimore Glassware Decorators

One of the returning orders we constantly get are for a restaurant called Taco Love Grill. Previous to the pandemic, they did not sell any mixed cocktails to-go. In April they started selling pre-filled, 32-ounce mason jars. By the end of June, they had sold more than 6,000 32-ounce mason jars (an average of 2,000 per month). Even though they sold different mixed blends, all the jars retained the same art, so the reorders were cost-effective. When the restaurant noticed the successful trend, they increased the quantity count per order to bring the per piece price down so the profit margin would increase.

Carrie Lewis. BIC Graphic 

A resort wanted to make sure guests felt safe as they reopened after COVID-19 stay-at-home orders were lifted. At check-in they chose to provide each guest with a high-quality #46247 Tervis® Classic Sport Bottle–24 ounce so guests could use their own drinkware for the duration of their stay and a tote to store their belongings. Both were imprinted with the resort logo and seasonal tagline.

The resort received positive feedback for these helpful giveaways at check-out, on comment cards, and on NPS surveys. They also saw an increase in social media tags and mentions, due to people posting images of their totes and sport bottles throughout their stay.