of water as her beauty secret whenever she could. According to Paper magazine, in interviews she’d boast to drinking 100 ounces of water per day. Soon other celebrities touted the benefits of water as being similar to allpurpose beauty elixir. Beyonce told Vogue in 2012 that she drinks a gallon of water a day and Gabrielle Union told The New York Times that she does the same to maintain her “hair, skin and nails.” Suddenly, drinking water became so “cool” that it was constantly being endorsed by top entertainers and other celebrities. Hydration is a top wellness priority for many consumers. Nowmarketed as a cure for many of life’s woes, water on-the-go is a must. Since 2017, bottled water has been the most popular beverage in the United States by volume, surpassing soft drinks with sales up seven percent over the previous year, according to the Beverage Marketing Corporation, a beverage consulting firm. This love for water isn’t just based on brand name, either. According to Statistica, generic brands outsell prestigious ones. While consumers may curb their intake of caffeinated or sugary beverages, pop culture says to drink more water. So, people are drinking water all day and even carrying it around with them, bringing water on the go. Giant, even cumbersome water jugs are a new fashion accessory, according to MEL magazine. The New York Times says that everyone’s 2020 resolution was to drink more water. As a result, this need for easy-to-use and convenient drinkware for everyday hydration and a growing focus on fitness is driving market growth. The drinkware market is following suite with sales expected to exceed $35 billion by 2025, according to MarketWatch. Global shifts toward the use of more sustainable materials are also leading to market gains. When it comes to mugs and cups, metal and silicon are leading the industry. Metal drinkware, in particular, is more durable than other materials, making it much more economically and environmentally viable, according to MarketWatch. Consumers also gravitate to design-forward drinkware that represents their lifestyles. Drinkware gifts say, “I care about you. Please stay hydrated.” Whether it’s a water, tea or tequila, every end user could use a drink. Dr i nkwa r e Drinkware This 20-ounce Viking® Nova Tumbler comes in a variety of colors and keeps beverages at just the right temperature for hours. This item features full-color digital personalization for a one-of-a-kind item that recipients can keep and appreciate for years to come. Or choose to laser-etch a design directly onto the tumbler instead. With the double-wall vacuum construction and copper lining, recipients can enjoy their beverage just the way they like it. Crown/IMAGEN Brands / PPAI 113430, S10 / www.IMAGENBrands.com Help clients stand out with bottle and can labels. The label is essential to the can or bottle, expressing the brand’s image and the content’s information and flavor. For those who love drinking straight from the bottle or can, a unique label will be memorable. Unique labels create a visual reference that will be instantly recognizable for repeat purchases. Businesses like breweries and wineries can personalize their seasonal drinks with can and bottle labels. Label Works / PPAI 111141 www.labelworks.com 36 | DECEMBER 2021 | GROW
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