With endless consumer appeal and a wide variety of designs, drinkware delivers on usefulness and brand promotion. Demand for a reliable mug to keep coffee hot or a tumbler to keep water chilled remains high, and 78 percent of consumers—nearly eight in 10—say they own promotional drinkware, according to 2017 PPAI Exclusive Research. Branded mugs and logoed water bottles are must-haves for staff onboarding gifts and are fixtures in the workplace and work-from-home offices as well as in schools and universities. The universal popularity of drinkware across all demographics means that a client’s brand can be advertised in multiple settings, all day, every day.

The consistent popularity and success of promotional drinkware among consumers is attributed to the product’s usability, affordability and longevity. According to 2017 PPAI Exclusive Research, 41 percent of consumers will keep promotional items for one to four years. Drinkware is among the most-used promotional products, with adults in the U.S. using their logoed cups and mugs, on average, two to three times a week. When it comes to brand recall, promotional drinkware is more effective at advertising a brand than television or radio. Fifty-seven percent of people can recall the advertiser on drinkware they’ve seen compared to 30 percent for television and radio, according to German market research group, Dima Marktforschung.

Promotional drinkware items are attention-grabbers. On average, drinkware produces 198 impressions per month while maintaining a low cost per impression, according to industry research. The more users see a logo, the more comfortable they will become with the brand, recognizing it as a trusted business. During its lifetime, promotional drinkware will generate 1,400 impressions. The daily use of a branded mug or bottle is simple and will remind consumers of your brand. A promotional mug or cup will promote the brand through pass-along exposure to the end user’s friends, family, co-workers and other potential customers. Seventy-one percent of Gen Xers are more likely to do business with an advertiser who gave them promotional drinkware, and 87 percent of Baby Boomers own promotional drinkware, according to a research study.

Drinkware promotes hydration, an important part of fitness, making branded water bottles valuable marketing tools for gyms and fitness centers. Especially when water fountains are closed due to COVID-19, reusable bottles not only promote wellness, but safety. According to the National Academics of Sciences, Engineering and Medicine, men should drink about four liters of water a day and women should drink about three liters a day. “By the hour” water bottles, with time markings and motivational sayings, have become popular with consumers, letting them know when to take a sip and how much they have left to go. Drinkware is an exercise accessory that employers can gift employees as part of larger health and wellness programs. According to Rand Corporation, 69 percent of employers with more than 50 employees offer a wellness program. For every dollar invested in workplace health and wellness, businesses can expect a return of $3 in cost savings from increased worker productivity and lower absenteeism due to illness, proving that organizations can improve employee wellness and their bottom lines with branded drinkware.

For the college student walking through campus, a reusable tumbler or an insulated coffee cup is an essential back-to-school item. With more than 2,700 colleges and universities in the U.S. and more than 22.3 million students, the higher education market is far-reaching with alumni and fans across the country and around the world. For back-to-back classes, students need drinkware that won’t spill, can fit into or attach to a backpack and will keep drinks cool or warm throughout the day. Branded drinkware is perfect for showing off school spirit, on or off campus. Custom, personalized water bottles will also steer users away from single-use plastics and toward reliable, reusable hydration that's better for the environment.

“We’ve had tremendous success with personalizing our drinkware,” says Julie Fritsch, vice president of marketing at Starline. “We’ve experienced a significant uptick on this service during COVID-19 because it’s a great way to prevent accidently drinking from the wrong tumbler and sharing germs. It also adds an extra, personal touch to a thank-you gift.”

In the U.S., Americans discard more than 25 billion Styrofoam cups every year on average, and 16 billion paper cups are used for coffee each year. If one person saved one paper cup from the landfill every day for 40 years, they would save 24 trees, according to research. Businesses can become more socially responsible by simply swapping out plastic and paper cups with reusable promotional drinkware. Promotional drinkware makes a big impact, not only on the environment, but for consumers as well.

In the U.S., bars and restaurants were among the first to close during the pandemic. In September, Dr. Anthony Fauci, the nation’s leading infectious disease expert, continued to urge Americans to stay out of bars as coronavirus diagnoses and deaths steadily rose. Regardless, alcohol sales have increased with Zoom happy hours and “wine o’clock” memes testifying to the new thirsty habit of many consumers.

For the week ending on March 21, sales of alcoholic beverages spiked by 55 percent, according to Nielsen data. Nationally, tequila sales rose the most, up more than 75 percent, followed by gin and wine sales, which were up by 66 percent. Sales are dominated by off-premise retailers, especially those that sell alcohol online. In a June Nielsen report, sales of at-home or off-premise alcohol jumped by 27 percent since the start of the pandemic. Drizly, an alcohol ecommerce platform operating across the U.S. and Canada, saw a 300-percent rise in sales. Online spirits sales were up by 243 percent during the week of March 21. Winc, a direct-to-consumer wine club, saw a 578-percent increase in new member sign-ups during the same week.

On-premise sales of alcohol, however, took a deep nosedive. During the pandemic, 85 percent to 95 percent of bars and over 80 percent of dine-in restaurants closed. And an estimated 20 percent of all bars and restaurants won’t reopen, according to Guggenheim. The U.S. alcohol market, according to a Nielsen investigation, will need a growth of 22 percent in all alcohol categories sold off-premise to at least smooth out the impact of shuttered bars and restaurants. Promotional drinkware, such as wine glasses, Koozies® and bar sets can help balance the effect of COVID-19 on alcohol sales.

Stemless wine glasses are all the rage. Perfect for college grad, teacher and bachelorette gifts, stemless wineglasses are made for customization. The stemless wine glass offers a less formal wine-drinking experience, free from the fear of breaking a delicate stemmed glass. From large pottery vessels of wine in ancient Greece to the birth of modern glassware in the 1700s, the evolution of the wine glass has only served to enhance the overall drinking experience. For example, the bowl-shaped glass is meant to direct the aromas to one’s nose and aerate the wine properly, and the stem prevents the hands’ body heat from altering the temperature of the wine.

According to Forbes, although customers age 55 and up are the largest group of regular wine drinkers, Millennials are driving premium wine sales, spending more per bottle than their parents. In 2015, Millennials drank 42 percent of all wine consumed in the U.S., according to Business Insider. Millennials are predicted to surpass Gen-Xers as the biggest fine wine drinking generation by 2026 with 75 percent saying if they had more money to spend on wine, they would.

While the spike in alcohol sales can be attributed to stockpiling during the lockdown, an increase in consumption or a combination of the two, drinking more can have a negative impact on consumers’ immune systems, a critical function during a pandemic. As consumers and businesses alike try to find a healthy balance, be ready with unique, customizable drinkware that can “sip” with the best of them.

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The unique 16-ounce SquidCup is a double-wall, insulated tumbler that is unlike any other cup or cup holder. It features a highly durable, magnetized silicone rubber base with “squid-like” suction cups that can be moved to wherever needed. Whether on a boat, RV, automobile or around the home or garage, the magnetic-suction cup base provides a mobile, yet secure cup holder in just about any location that has a smooth, solid surface. The double-walled insulation will also keep drinks cold or hot. Hand-wash only.

Visions /  PPAI 110751, S9  /  www.visionsawardcraft.com

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Toast each special occasion with these 13.5-ounce red wine glasses. Packaged in a set of four, these crystal glasses, goblet and stem, are manufactured in one piece, making them extremely shatter-resistant and flawlessly smooth to hold with no joints or seams. Food-safe and scratch-resistant, the crystal is made in Italy and tinted in Germany with a water-based, organic color. Shown in smoke, the glass color is dishwasher-safe for 3,000 cycles.

KleerWest, LLC /  PPAI 601859, S4  /  www.kleerwest.com

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The Stojo cup does it all: convenient, collapsible and reusable. This cup also saves 281 gallons of water per year, 16 pounds of waste and 23 pounds of greenhouse gas emissions. Expand the Stojo to hold your drink and then fold it into a leak-proof disk when you are done. Available in a 12- or 16-ounce size. Both size cups are available in 10 solid colors, plus additional colors with a white heat sleeve.

The Allen Company /  PPAI 113879, S5  /  www.allenmugs.com

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Users can boost their immune systems and improve blood circulation with this Dyln water bottle. Just fill the bottle with plain water and the replaceable VitaBead diffuser creates alkaline antioxidant water within minutes and lasts up to 315 refills. Alkaline water absorbs more quickly into cells and hydrates faster than any other form of water. The Dyln bottle is double-walled and vacuum-insulated with an added copper layer to keep water cold for up to 24 hours and is available in eight colors.

The Allen Company /  PPAI 113879, S5  / www.allenmugs.com

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Reliable on the go, the Explore thermal mug perfectly holds 12 ounces in double-walled stainless steel with copper vacuum insulation. With a clear push-on lid and matching swivel closure, the synthetic cork base stands out. Available in eight colors with a matte powder coated finish, and gift boxed. Shown with laser imprint.

ETS Express /  PPAI 135148, S11  /  www.etsexpress.com

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Ideal for hot cocoa or cool water, the h2go Quantum holds any drink in the 7.5-ounce, vacuum-insulated bottle. This double-walled bottle comes with stainless steel accents, a threaded lid and gift box. The foil decoration is available in nine colors.

ETS Express /  PPAI 135148, S11  /  www.etsexpress.com

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This 17-ounce MOD Trail vacuum water bottle holds more than enough water, keeping it cool with vacuum insulation. Maintaining 10 times the optimal drinking temperature, this bottle features a stainless steel leak-proof, twist-off cap and durable powder-coated finish. With a sweat-free design, it’s lightweight and easy to carry.

Starline USA, Inc. /  PPAI 112719, S10  /  www.starline.com

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The Urban Peak® 3-in-1 Trail Insulator is made for seamless, on-the-spot transition from drink to drink throughout the day. With a lead-free vacuum seal and dual-walled stainless-steel construction, ice will last more than 48 hours. This copper-lined, 12-ounce tumbler includes two lids: a thumb-slide, screw-on lid and a black can/bottle ring. The lids are designed to reattach to the opposite end of the cup when not in use, preventing loss. Designed to fit in corporate and personal coffee machines, this container can also hold a 12-ounce can and a 12-ounce beer bottle.

Starline USA, Inc. /  PPAI 112719, S10  /  www.starline.com

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A new spin on Grandpa’s old camping cup, the MiiR® Vacuum Insulated Camp Cup is perfect for your favorite drink, hot or cold. With thermo 3D, double-wall vacuum insulation technology, drinks will stay hot up to 12 hours and cold up to 24 hours. Sweat-resistant, this 12-ounce cup will never feel cold or hot to the touch and it’s BPA-free, stainless steel and powder-coated. A press-on lid that prevents splashes and keeps drinks warmer longer is included.

Gemline /  PPAI 113948, S11  /  www.gemline.com

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Celebrate anywhere with the Corkcicle® Stemless Wine Cup. This 12-ounce cup, with the included press-on lid, keeps beverages ice cold for nine hours or more and maintains hot drinks for up to three hours. Triple-insulated and vacuum-sealed, it lets the user bring their favorites anywhere. With a non-slip bottom, these wine cups are made for relaxing with stainless steel that’s designed to last. Every Corkcicle purchase helps bring clean water to people in need through Corkcicle’s partnership with charity : water. It’s packaged in a gift box.

Gemline /  PPAI 113948, S11  /  www.gemline.com

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This 12-ounce Squeezable LDPE Bottle fits comfortably in users’ hands with a high-quality neoprene insulating sleeve that keeps the bottle sweat-free. The wetsuit-like material with sewn-in bottom wraps around the bottle and is customizable on the colored stitching and bias trim at top. Along with a push-pull cap, this bottle features a full bleed, four-color process sublimation imprint on the entire product including inside the fabric. The pearlized cap is available in red, blue, hot pink, gray (shown) and bright green.

Numo /  PPAI 112597, S9  /  www.numomfg.com

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Useful, classy and memorable, the Essence & Domaine Red Wine Set is the ultimate executive gift in a custom box designed by J. Charles. This set includes a 46-ounce Essence Decanter, two 19.5-ounce red wine glasses and a wine stopper. Functional and a perfect way to recognize excellence, add an extra personal touch to this wine set with an etched monogram.

J. Charles Crystalworks, Inc. /  PPAI 113624, S6   /  www.jcharles.com

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This durable 16-ounce Reusable Clear Plastic Cup is reusable and recyclable. Printed in high-gloss, high-definition full color, this distinctive cup will keep generating brand exposure with repeated use. Great for meetings, events, seminars, trade shows and picnics, rely on this cup as a visually powerful and economical item. Made in the USA.

Visstun /  PPAI 339893, S6  /   www.visstun.com

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Rely on these Solid Copper Moscow Mule Mugs for a unique drinking experience. All copper products are solid copper and not copper plated. Each item can be engraved with a logo, making the perfect keepsake. All products are FDA- and California Prop-65-compliant.

Visstun /  PPAI 339893, S6  /   www.visstun.com

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Kristina Valdez is associate editor of PPB.