Tens of thousands of Stanley Quencher mugs sold in Australia after social media frenzy

Thirsty Australians have purchased tens of thousands of Stanley Quencher mugs since their domestic launch in the back half of 2023, showcasing the power of social media hype — and the importance of a savvy merchandising strategy.

The Quencher is a large and insulated steel mug from American brand Stanley, which for more than a century has manufactured double-walled vacuum bottles and thermoses.

Unlike traditional Stanley products, many of which are designed for outdoorsy, rough-and-tumble use, the Quencher comes in a suite of pastel shades and is designed to fit in a car’s cupholder.

Its welcoming aesthetics, combined with its apparent insulation properties, exposed the Stanley brand to a new generation of American consumers — and their social media profiles.

Originally launched in 2016, the oversized Quencher last year gained celebrity status through TikTok, Instagram, and the recommendations of well-placed social media influencers.

The guidance of marketing expert Terence Reilly — who helped shepherd Crocs into their ongoing renaissance — helped Stanley break through to a fresh generation of consumers, who may not have considered an $80 mug a hot accessory.

Now, an Australian retail environment already familiar with the social media clout of Kmart and Frank Green has welcomed an American trend defined by Target and Stanley.

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Stanley Quencher mugs are now stocked everywhere from specialty small businesses through to The Iconic, giving the bulky mugs a significant domestic profile.

Speaking to SmartCompany, Gayle Burchell, The Iconic’s chief commercial and sustainability officer, said the company has sold tens of thousands of units since it launched online in 2023.

“On top of racking up billions of views on TikTok, the brand has cemented its position as one of our top-selling water bottles alongside other cult favourites like Frank Green,” she said, reflecting on Australia’s long-time obsession with rotund metal bottles.

Australian social media fervour appeared to peak in the final months of 2023, contributing to what Burchell called an astonishing increase in sales.

“In the lead up to Christmas, Stanley sales increased ~300% month-on-month, and we expect interest will only continue to increase throughout the year, with more than 30,000 ICONIC customers adding the famous drink bottle to their wishlists,” she said.

The popularity of the Stanley range has also impressed Glue Store, the Accent Group-owned retail chain that caters to the same youth demographic as The Iconic.

Glue Store, which began retailing Stanley Quencher mugs in September last year, now lists the brand alongside multinational giants like Nike, Adidas, and Polo Ralph Lauren — hardly the usual stablemates for a thermos brand.

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The mug’s ballistic success makes it a standout product, but retailers should still exercise caution before hopping on every single trend.

Although the mugs have come to dominate a certain kind of social media feed, Burchell noted that not every hot product envied by social media users abroad will become a sales success in Australia.

“While we’re always looking for new and exciting products to bring to the Australian market, we also take into consideration the intricacies of the Australian market,” she said.

“Not everything that’s popular abroad is a hit here, but we are increasingly seeing viral global social media trends impact consumer behaviour locally.”

The product’s own cache of sturdiness and longevity may also keep customers from loading up on multiples of the pricy mug, and social media fatigue awaits any product deemed over-exposed by its customer base.

Not that Stanley is currently stressing: CNBC reports Quencher sales helped propel revenue to an estimated US$750 million in 2023, up from US$73 million in 2019.