Stepping into my yoga class sometimes feels like scrolling through a chic social media feed. Take, for instance, the water bottles. Over the past year, every time I peeked around during downward dog, there they were: a whole crew of oversized Stanley Quencher tumblers, boldly holding their ground amidst a sea of yoga mats.
While I’ve yet to buy my own, I must admit, the straw does look comfortable — and the colors are truly fabulous. Ultimately, it was about much more than simply helping everyone hit their hydration goals. Carrying a Stanley Quencher feels like a status symbol. Much like an Apple watch or Lululemon leggings. And my fellow yogis were again proving a point: Not only did they have the right gear, but they also knew the right water bottles to sip from.
The Stanley Quencher became iconic thanks to a combination of great marketing, cultural trends and price point that makes it a bit pricey for a water bottle but affordable compared to other luxury products. But it’s not alone, and other cups are vying for its crown (have you met the Hydro Jug yet)?
What Made Stanley a Status Symbol
“The genius of Stanley Cup was its colorway that could be carefully accessorized to meet the athleisure trend that has been strong since the pandemic,” says Quynh Mai, founder of Qulture, a New York-based digital marketing agency that tracks social media trends. “The 110-year-old brand name gave it legitimacy and legacy, but it was its colors and limited-edition drops that made it a fashion accessory.”
Originally aimed at outdoor enthusiasts, the Quencher got a significant makeover from its 1913 original, invented by Williams Stanley Jr. Through strategic partnerships and a shift in marketing, the company rebranded the Quencher as a lifestyle essential, targeting women aged 25 to 50 to revamp the brand. Leveraging social media and influencer endorsements, Stanley also used user-generated content to boost demand, including TikTok influencers who showed off their own colorful stash of tumblers.
“The Stanley Cup is one of the few products that trended with moms and then trickled down to their daughters and younger generations, in particular their Gen Alpha daughters.”
Quynh Mai, founder of Qulture
“The Stanley Cup is one of the few products that trended with moms and then trickled down to their daughters and younger generations, in particular their Gen Alpha daughters,” Mai adds.
Why Is a CUP a Status Symbol?
There’s nothing new about displaying a certain item to signal wealth or success — even when the item itself isn’t particularly pricey like, say, a Birkin, explains Cait Lamberton, professor of marketing at University of Pennsylvania’s Wharton School, who studies consumption behavior.
But the tumbler has become a status symbol because it speaks to the idea of “privileged knowledge” — those in the know were the first subgroup to get the Quenchers and could show one another that they were part of an important subgroup, Lamberton says.
“You knew what was cool in that moment,” Lamberton explains. “Members of that group can signal membership to one another by displaying the cup, posting about the cup, or consuming online content about the cup. Every action that signals membership in that subgroup becomes another chance to signal status.”
Fans say the Stanley Quencher does have its perks, beyond just being a status water bottle. For one, the 40-ounce version encourages some people to drink more. And the straw allows for easy sipping without the need to unscrew or fumble with a cap; the large handle is comfy when carrying on the go.
In a way, it’s also more affordable than carrying around a handbag that can run into the thousands, adds Mai. “This cup was a democratic and utilitarian ‘it’ product that replaced the handbag for many,” she says. “Geared toward the on-the-go mom, it suits the needs of a multitasking, vibrant, busy woman’s life.”
“More visible goods can more easily be used to signal status to others, so this works in Stanley’s favor.”
Cait Lamberton, professor of marketing at University of Pennsylvania’s Wharton School
Lamberton’s Gen Z students also point out that the Stanley’s unique size has helped it shoot to popularity. While the oversize water bottle makes it impractical to stash in a bag, it also allows it to be extra noticeable as fans carry it around. And the various hard-to-find colors have added the necessary scarcity. “In this case, visibility trumps function,” Lamberton says. “More visible goods can more easily be used to signal status to others, so this works in Stanley’s favor.”
Fans Are Already Predicting What’s Next
But the status symbol is quickly showing signs of losing staying power, adds Lamberton. Many of her own marketing students are seeing the Owala take over on campus. And water bottle users aren’t expecting to be loyal to their favorite bottles or that the items will last forever, especially when newer options come with better features and materials.
Part of the draw is this idea of something that’s just a fun moment in time. “We don’t know what will be next, but we can be pretty sure that it won’t last long,” she adds. And maybe, I’ll jump on the next trend, too.
Top Contenders for the Next ‘It’ Cup
When choosing a water bottle, consider your hydration habits and lifestyle, including factors like material, lid type and capacity based on where and how you’ll use it. Opt for durable designs that include shatter-proof glass or stainless steel and prioritize user-friendly lids. Look for added features like insulation for temperature control and leak-proof lids. Here are our top picks to keep you hydrated on the go.
22 oz LifeFactory Glass Water Bottle With Silicone Sleeve and Classic Cap
The trusty sidekick is made from glass that’s also dishwasher safe and does not use other materials that can sometimes impact the water’s taste. This bottle’s sleek design with a protective silicone sleeve not only looks chic but is also the perfect companion for everyday use.
18 oz Purist Mover
Whether you’re sipping hot tea or enjoying cold water, the leak-proof design guarantees your beverages stay at the ideal temperature for most of the day. Purist uses silicone dioxide to craft a smooth glass-like interior making it easy to enjoy each sip. The company swears that its interior keeps flavors separate and prevents any taste problems often found in stainless steel or plastic bottles.
Owala Freesip
What some are already calling the new status water bottle is being lauded for its comfy spout and superior insulation. Owala users can choose to use the built-in straw or tilt it back for a quick swig through the wide-mouth opening. A button flips the top open and locks it shut.
HydroJug
Some fans of the tumbler-style water bottle are already swapping their Stanleys for the HydroJug (if dramatic TikToks are to be believed). And there’s often a waitlist for certain colors. Reviewers love the HydroJug’s cup holder compatible Traveler mug and say the flip-up straw is perfect for sipping. It also looks very similar to the Stanley Quencher.
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