PPAI Expo Report: 40 oz. Tumbler Dominance and Drinkware Decoration

Social media influencers have a lot of, well, influence. The way people dress, the way people dance, the way people talk, the way people stay hydrated.

It sounds silly, but social media somewhat dictates the way we're drinking water right now. Stanley has become one of the most popular, if not the most popular, drinking vessel in the world right now thanks to social media influence. There were viral moments like a girl whose car caught on fire and only a 40 oz. Stanley mug survived. Stanley was wise enough to lean into the exposure by not only giving the girl some Stanley gear, but also buying her a new car.

Stanley has also teamed up with Starbucks for co-branded drinkware, which people went gaga for, naturally.

On the show floor at PPAI, the influence of the Stanley 40 oz. cup is everywhere. So many drinkware suppliers were offering their own version of the 40 oz. tumbler, not only looking to capitalize on the hype, but giving distributors and end-users are more affordable option for branding opportunities.

Rachel Rosario, senior director of marketing and communications for Koozie Group, Clearwater, FL, showcased the brand's Big Recycled Tumbler, which she says is something of a promo answer to the Stanley fame, with the familiar Koozie branding and imprinting possibilities.

The benefit of this product, she says, is that it not only has a recycled plastic lid, but a recycled plastic straw, and the whole cup itself is made from recycled stainless steel.

"This one's at a 17.59 price point on a C, with a minimum of 24," she says. "Many people do recognize the Koozie brand, so customers who are looking for a more premium, retail-like product, but are not really wanting to spend the $40 price point, you still get a retail brand without the retail price point."

Elsewhere in the Koozie booth, Rosario showed off the Recycled Tumbler, which is also made from recycled stainless steel, but doesn't hold quite as much liquid as the 40 oz. Big Recycled Tumbler. It also doesn't have a handle, which allows for top-to-bottom full-color printing.

But walking around the show floor, the influence of Stanley can't be overstated. Just about any drinkware supplier had some sort of big 40 oz. tumbler.

The numbers don't lie. USA Today reported that Stanley saw 275% sales increase year-over-year in 2022. At the time of publishing the article, sales of all sizes of the tumbler were up 751% year-to-date.

For right now, the 40 oz. tumbler is the must-have drinkware item, especially for younger end-users. But, like other products like Yeti tumblers before it, the time in the spotlight will end. Or, at the very least, the spotlight will dull a little.

The 40 oz. cup will still have a place in the industry, and it might still be the gold standard for a good while, but distributors should keep other designs stocked for other applications. Not everyone wants to carry a big mug, and eventually there will be another cup to capture social media.