VARIETY MIGHT VERY well be the spice of life, but as seasoned chefs can confirm, too much of a good thing often ruins the pot. The perfect accompaniment deliciously complements, without overpowering, a main course. Not unlike the contents of the kitchen spice rack, “Drinkware comes in many different sizes, colors and price points, so it makes a perfect option in almost every distributor presentation,” said Brian
P. Padian, vice president of inside sales at Tustin, California-based Logomark. Yet, in creating success-ful drinkware promotions, distributors can benefit from the discretion, foresight and planning of the most elite culinary artists to find the right fit for their
particular sales pitch. Read on for a rundown that will ensure every promotion is in good taste.
RAISE A GLASS
“Glassware has a high-perceived value at [an] affordable cost in most cases,” said Sharon Simon, president of AAA Glass Corporation in Los Angeles. Though, for obvious reasons, distributors might shy away from glass items in favor of more durable styles, Simon noted a resurgence in its popularity over the past three or four years. Glass can work equally well with more upscale promotions, as well as simple giveaways. Its effectiveness can be contributed to, “the familiarity of the items, the universal utility and price,” she maintained.
Can include: Champagne flutes; wine, shot or margarita glasses; pilsners and other specialty bar items Great for: Bars and restaurants, charity events, souvenirs, colleges Imprinting options: Simon pointed to direct screening (in which colors are applied through a fine mesh screen) as the most popular glass-imprinting method, because, “you can get the most color onto the ware,” she said. Logos also can be
applied as decals, as well as cut directly into the glass (etching). Plan the promotion: Pairing comes naturally with these items. “People appreciate having glass sets, be it tumblers or stemware or even glass mugs,” Simon said. For greater impact, match the sets with liquor, chocolate or T-shirts (for a more casual end-user).
Not unlike the contents of the kitchen spice rack, “Drinkware comes in many different sizes, colors and price points, so it makes a perfect option in almost every distributor presentation,” said Brian P. Padian, vice president of inside sales at Tustin, California-based Logomark. Yet, in creating success-ful drinkware promotions, distributors can benefit from the discretion, foresight and planning of the
most elite culinary artists to find the right fit for their particular sales pitch. Read on for a rundown that will ensure every pro-
motion is in good taste.
RAISE A GLASS
“Glassware has a high-perceived value at [an] affordable cost in most cases,” said Sharon Simon, president of AAA Glass Corporation in Los Angeles. Though, for obvious reasons, distributors might shy away from glass items in favor of more durable styles, Simon noted a resurgence in its popularity over the past three or four years. Glass can work equally well with more upscale promotions, as well as simple giveaways. Its effectiveness can be contributed to, “the familiarity of the items, the universal utility and price,” she maintained.
Can include: Champagne flutes; wine, shot or margarita glasses; pilsners and other specialty bar items Great for: Bars and restaurants, charity events, souvenirs, colleges Imprinting options: Simon pointed to direct screening (in which colors are applied through a fine mesh screen) as the most popular glass-imprinting method, because, “you can get the most color onto the ware,” she said. Logos also can be
applied as decals, as well as cut directly into the glass (etching). Plan the promotion: Pairing comes naturally with these items. “People appreciate having glass sets, be it tumblers or stemware or even glass mugs,” Simon said. For greater impact, match the sets with liquor, chocolate or T-shirts (for a more casual end-user).
ON-THE-GO GULP
The ubiquity of the tumbler-as-promotional-product is about as unmatched as its apparel equivalent: the polo shirt. And, like the polo, its inherent function might be perpetual, but new styles, colors and designs are making the traveling drinkware’s statement a lot more fashionable than ever before. Padian suggested looking to specific features, such as dishwasher-safe, heated or oversized options, for
new takes on an old favorite. Can include: Tumblers, sports bottles, travel mugs Great for: Automotive and financial industries Imprinting options: When describing imprinting for Logomark’s drinkware selection, Padian said, “We offer pad printing on standard logos, [and] we offer screen printing when the logo requires larger-than-standard or other custom needs.” He also noted laser engraving is available in metal-finished items, which, “allows a mug to become personalized.” Plan the promotion: Coupling a tumbler or mug promotion with coffee
beans or tea bags is an easy, yet always-appreciated, choice. However, to go a little more corporate, bundle travel drinkware with business-card holders or leather padfolios so executives can bring entre show on the road.
PAPER OR PLASTIC
Though the “one and done” nature of disposable drinkware might make distributors shy away, Phil Sharkey, vice president of TK Cups-Sorg’s in Fort Worth, Texas, noted the sheer volume of these items in the world is the key to their inherent branding and promotional power. “We teach distributors to sell them as [a] ‘walking billboard,’” he said. “People drink every day in a multitude of public environments. Drinking from an unimprinted cup is a waste of advertising space.” Can include: Paper, plastic or other disposable cups Great for: “Lunch and learn” corporate education programs, pharmaceutical companies, sporting events Imprinting options: Silk-screening and pad printing
are often best for low-quantity orders that need quick turnaround, said Sharkey. With proper timing and budget, high-speed offset or flexographic printing works well for higher quantities and custom manufacturing. Flexography also allows for four-color process, full bleed and complicated graphical reproduction, he added. Plan the promotion: Since these items are not meant for repeated use, widespread distribution is the most effective way to communicate branding. Getting an end-user’s message out to the people can be as easy as passing logoed cups to the tailgating masses at sporting events and concerts.
DRINK AND BE MERRY
Novelty glasses and cups liven up the playing field for the drinkware contingent, make for great collectors’ items and provide numerous customization options. At Barrington, Illinois-based HOWW Manufacturing, stems such as guitar handles and cacti can be mixed and matched with various “bowls” to create a personal promotion for whatever drink is meant to fill it. “The novelty stems are a huge hit with clients who want to take the design to the next level,” said Michael Kalamaras, company president. Light-up styles are also a great way to amp up the fun, while keeping all eyes on a brand name. Can include: Acrylic or styrene shot glasses, margarita glasses, hurricane glasses and the like, which can have fun features such as light-up styles or those with shaped stems Great for: Ball parks, theme parks, restaurants, casino and liquor promotions Imprinting options: “We offer spot color printing [in] one to eight colors,” Kalamaras said, adding, “We can print on the bowl or the base of the stem-ware.” Plan the promotion: As most novelty drinkware items are casual fare, coupling them with other party essentials such as favors, hats and CDs is an all-in-one way to promote an event or theme night.
