Early in the pandemic, with fear of the coronavirus spreading on surfaces at an all-time high, Starbucks and other retailers asked customers not to bring their own cups. CivicScience says that reusable water bottle usage declined in 2020, slipping 6% from 2018. The decline was even seen among environmentally aware consumers, 71% of whom owned one in 2018 compared to 67% in 2020. But this dip didn’t last long. People began to once again commute, rejoin gyms and reconnect with friends. CivicScience data shows that 60% of U.S. adults opt for a reusable bottle. Now, Starbucks is bringing back the option, even incentivizing customers to bring their own reusable drinkware with discounts and fees. The main goal is to make paper and plastic cups the lesser option. But Starbucks won’t be ditching them right away. Currently, the largest coffee house chain in the world is simply introducing the idea to their customers that reusable drinkware can serve a greater purpose. But by 2025, Starbucks wants to move away from disposable cups entirely. For drinkware, brand names matter. Contigo is the most used brand, followed by Coleman and Yeti. But popularity is dependent on lifestyle. For example, S’well brand is more recognized among those who practice yoga or Pilates rather than those who hike. “Yeti will always be the go-to brand – or at least, the initial brand our customer always asks for,” says Thomas Rector, CEO of Indiana-based distributor ScreenBroidery. “In my opinion, it is not always the best solution. At ScreenBroidery, our sales team’s first question when our customer asks for Yeti is, ‘Why Yeti?’ “The answer to this question helps us understand the real purpose of what our customer is trying to accomplish. And because of Yeti’s poor inventory in 2022, the question has been important to help us find a better solution that accomplishes our customers’ objectives. We have had lots of success with other premium brands like Otterbox, RTIC, Corkcicle, Hydro Flask, ASOBU, etc.” Major suppliers are tapping into the power of brand. In August, Logomark announced a partnership with retail barware brand Snowfox. The same month, Polyconcept North America announced its largest inventory investment ever with Hydro Flask. Premium quality and retail brands are trending in promo, emphasizing a thoughtful gifting experience. Drinkware is one of the best ways to promote your client’s brand. PPAI research shows that branded drinkware is kept longer than other promo items, which is why it leads in impressions, with more than 1,400 for the average item’s lifecycle. With branded drinkware, you can be sure that the glass is always half full. The House Bar A Negroni sbagliato is probably the drink of the year. This cocktail – made with Campari, sweet vermouth and sparkling wine rather than traditional gin – has become an internet sensation. Thanks to a behind-the-scenes interview for HBO’s The House of Dragon that went viral on TikTok, it’s all anyone wants to try. In a short clip, TV stars Emma D’Arcy and Olivia Cooke – who play the feuding Princess Rhaenyra and Queen Alicent, respectively – ask each other their drink of choice. D’Arcy says a Negroni, adding “sbagliato” before ending with a captivating “with prosecco in it.” Cooke responds with an “Ooh, stunning.” The brief interaction went viral immediately, spellbinding fans. The original video has more than a million views, and fans have posted more than 15,000 TikTok videos using the sound, according to NPR. People vow to try it, and bartenders are preparing to stock up on ingredients just in case this TikTok trend leads to a shortage. The pandemic is still affecting how people consume alcohol. Home drinking increased during the pandemic, and homeowners are revamping their home bars. A 2022 U.K. study found that home bars are now a bigger priority than a new kitchen. Homeowners are willing to spend more on a home bar than an upgraded kitchen, new porch or home gym. After several years of uncertainty, home bars encourage leisure and entertainment, offering an oasis to unwind and reconnect. Serhiy Shullye / Shutterstock.com | DECEMBER 2022 | 33 GROW
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