Dr i nkwa r e by Kristina Valdez Hydration Fascination Whether it’s coffee on the way to work, water during a jog or champagne for a toast, people are sipping on beverages all day, every day. With endless designs and ways to personalize them, practical, highperformance drinkware is a gift for all, that’s perfect for every season. Consumers have an unquenchable thirst for drinkware. Between mugs, bottles and tumblers, they can’t get enough. And with evergrowing environmental and health concerns, reusable drinkware is a solution that makes a statement. Frommarathon runners to corporate suits, consumers are constantly looking for the perfect cup. According to industry research, as many as 78 percent of U.S. consumers own branded drinkware, and half of those people use their logoed mugs and cups between two and three times per week. When people find a favorite bottle or mug, they use it faithfully, which is why branded drinkware leads in impressions—more than 1,400 for the average item in its lifecycle. Along with this heavy usage, people tend to keep branded drinkware longer than other categories of promo items. PPAI research shows that recipients keep their promotional kitchenware, including mugs and other drinkware, for roughly four years on average. So, it’s not a question of whether end users are using branded drinkware, but if they’re using drinkware that’s customized with your client’s branding. GROW 34 | DECEMBER 2021 |
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