Product Hub October 01, 2026
HPG Launches Retail-Inspired Drinkware Brand Denwell
The brand debuts with a ceramic and glass drinkware collection.
Key Takeaways
• HPG (asi/61966) has launched Denwell, a retail-inspired drinkware brand featuring ceramic and glass products.
• The launch targets strong demand for drinkware, which accounts for 10% of promo industry sales.
HPG (asi/61966) has a new drinkware brand.
The Counselor Top 40 supplier has launched Denwell, a modern collection drawing inspiration from top retail brands. The debut product line features ceramic and glass drinkware, and the Braintree, MA-based supplier plans to launch a Made-in-the-USA plastic drinkware collection later this year.
The launch builds on one of promo’s most prominent categories, with drinkware growing to over 9% of annual industry sales according to Counselor’s 2026 State of the Industry. But popular drinkware brands like YETI and Owala are sometimes above the price point of what buyers want to spend, which is where the inspiration for HPG’s Denwell line came from.
“With Denwell, we saw an opportunity to bring the look and feel of today’s retail drinkware into the promotional products space,” said Trina Bicknell, chief revenue officer at HPG. “From trend-forward design and modern decoration to the way each product is packaged and delivered, every detail has been considered to create a better branded drinkware experience.”
HPG’s (asi/61966) Palmetto 11 oz. Black Ceramic Mug With Wooden Handle (CMWH11), part of the Denwell collection
The collection also features advanced decoration options that HPG says are built for quality, speed and scale. Two of the new glassware items offer a technique to create a wraparound translucent imprint, for example.
The supplier added that Denwell’s ceramic drinkware and glassware will ship from HPG’s new Sunnyvale, TX, facility using its proprietary Shipwell packaging: a protective molded-pulp tray containing 100% recycled paper that the supplier offers at no extra cost.
Denwell expects to also expand into the homewares category with another collection launching early next year.
Founded in 2017, HPG ranks seventh on Counselor’s most recent list of the largest suppliers in the industry based on 2025 North American promotional products revenue of $279 million. Its brands include BCG, Beacon, Best Promotions (asi/40320), Debco (asi/48885), Denwell, Evans Manufacturing (asi/52840), Handstands, Hub, Mixie (asi/95838), Origaudio (asi/75254) and SugarSpot.
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