It’s been one wild ride.

That about sums up the past year for suppliers that offer the Stanley Quencher, ASI Media’s 2023 Product of the Year. One such company is Top 40 supplier HPG (asi/61966), which is still working to keep up with high demand.

“Late last year, we started getting some sizable requests from big customers,” says Nick Lateur, HPG’s brand director. “We ramped up our partnership with Stanley to make sure we could fulfill those. A year later, we still field requests daily.”

Indeed, ESP data shows that “Stanley” was number 4 in the Top 10 search terms for November, with query frequency increasing more than 4,500% through November 2023 compared to 2022.

The Stanley Quencher became 2023’s must-have status symbol at both retail and in promo.

Into the new year, Lateur doesn’t expect demand to slow down much. “Stanley still seems to be building up a head of steam,” he says. “There will probably be a little dip after the holidays, but I think it will continue pushing through. We don’t see a clear villain to Stanley’s hero right now.”

In this episode of Promo Insiders, Lateur talks about keeping up with Stanley, and what he sees next for the brand and the drinkware product category within the promo industry.