Raise your glass (mug, cup, or jug)
This upcoming holiday season, be ready to offer branded drinkware that will get your clients seen every day.
By Michelle Monhollen and Robert Steffek
Images courtesy of Fully Promoted
High-end drinkware seems to be everywhere, kept close at hand by consumers who want convenient hydration in a beverage container instantly recognized for its quality. So, what better promotional vehicle than a mug, cup, or jug bearing the company’s logo? We’re seeing great demand for this category from organizations looking to recognize customers and employees, and the holiday season should bring even more interest.
The popularity of top names like YETI, Owala, and Stanley has pushed drinkware to just over 10% of annual industry sales, according to the 2026 Ad Impressions Study of the Advertising Specialty Institute (ASI). More than 87% of respondents told ASI they’d keep a branded drinkware item because of its usefulness; more than three-quarters said they’d use it once a week or more and keep it for at least a year.
That translates to about 1,300 lifetime brand impressions, ASI calculates, calling it “one of the highest impression counts for a nonwearable product category.”
This is a relatively new wrinkle in the branded drinkware market. A few years ago, many customers were satisfied to give a well-made private-label tumbler, but now ask for recognizable labels that resemble those they already use personally.
Giving products from recognized retail brands creates excitement because recipients already know and trust those names. When the product looks like something someone would purchase for themselves, it immediately has greater perceived value. Pairing retail-grade with tasteful branding encourages recipients to use it frequently rather than placing it in a cabinet. Ultimately, successful branded drinkware becomes part of someone’s daily routine instead of simply reminding them who gave it to them.
Drinkware gifts also offer opportunities to reinforce a company’s mission or align with the workplace. Healthcare organizations often choose insulated bottles that support employee wellness and last through a long shift. Manufacturers frequently select durable, high-capacity bottles designed for demanding work environments. Schools tend to focus on building spirit and community by incorporating school colors, athletic branding, and student programs, while professional services firms and financial organizations generally gravitate toward premium retail goods with understated decoration.
Although each industry has its own preferences, they’re all moving toward products that recipients will genuinely value, keep, and, most importantly, use.
Wish list
Customers today are more focused on performance, appearance, and longevity than on price. This is true all year, but especially during the holidays, when “splurge” is the word.
- Functionality: Leak-resistant lids, integrated carrying handles, dual-purpose drinking options, ceramic-lined interiors, and high-performance insulation are becoming expected features rather than premium upgrades.
- Materials: Matte powder-coated finishes and neutral colors such as black, cream, sage green, navy, and soft earth tones are top performers. Double-wall stainless steel is one of the strongest categories because it offers great durability, temperature retention, and perceived value.
- Presentation: Companies want drinkware that’s gift-ready, especially for employee recognition, executive gifts, and holiday programs, so there’s increased importance around packaging and decoration. And they’re asking for smaller logos and more refined decoration rather than emblazoning the entire cup or mug.
- Customization: Laser engraving continues to be one of the most recommended decoration methods because it creates a clean, permanent, premium appearance that complements today’s retail-inspired drinkware.
Think outside the mug
There’s no need to limit yourself to simply giving a branded tumbler or saving it until the holidays. This is one of the most versatile branding tools available and works year-round.
Make it part of a coordinated gift set, combining it with gourmet foods, coffee, decorative accessories, or other complementary products.
Incorporate it into employee welcome kits, years-of-service awards, wellness initiatives, sales incentive programs, executive gifts, and client appreciation packages. It also works exceptionally well for company anniversaries, milestone celebrations, fundraising events and customer loyalty programs, because recipients tend to keep and use the products for years.
And go beyond the mug — like one of our clients did. They were looking for an employee appreciation gift to hand out at a company-wide meeting that employees would continue using long after the event. Instead of selecting a traditional promotional tumbler, they invested in half-gallon Igloo jugs in a color consistent with their brand. Decoration was a high-gloss UV-DTF decal application.
The goal wasn’t simply to distribute merchandise, but to gift employees with something they would enjoy using regularly. The feedback was overwhelmingly positive, because the gift felt unique and useful rather than promotional. That project perfectly illustrates how many organizations are shifting toward fewer items that are superior, which creates stronger and longer-lasting impressions.
Cheers to future branding
The future of corporate gifting is likely to continue moving toward products that combine a recognized design with meaningful functionality. Decoration techniques will also continue evolving, allowing branding to become more subtle, sophisticated, and integrated into the overall design, reflecting higher-end retail characteristics.
Best of all, promotional drinkware will continue moving away from being viewed as a cheap giveaway and toward becoming a practical, premium gift that recipients choose to use daily. What more could a brand ask of its promotional products?
Michelle Monhollen and Robert Steffek are the franchise owners of Fully Promoted Centerville, Ohio. Monhollen has over 14 years of experience in the promotional products industry. Steffek has extensive experience in retail merchandising, direct marketing, and promotional products, most recently in vendor relations and product safety and compliance for a local business.
