The rise of the status water bottle

Plus: HOKA x Marni, Anthropic's Series E, and more 💧

Mar 04, 2025

Hi! Welcome back to Brandscape.

Move over, Stanley and Owala. There’s a new water bottle dominating feeds. Today, I’ll be diving into the hottest water bottle brand, Bink, and exploring the reusable water bottle market. Read on for water bottle history, impressive revenue figures, and an analysis of why Bink is having a moment right now.

Bink + the rise of the status water bottle 📈

Origins of the reusable water bottle 🥾

The roots of the reusable water bottle can be traced back to Nalgene in the 1970s. Chemist Emanuel Goldberg created the first plastic pipette jars, and later found that similar technology could be used for bottling water on the go. Thus, the first reusable water bottle was born, designed for hikers and other active people. The trend of carrying a reusable bottle became part of the Carry In, Carry Out movement that took hold among campers. At the time, it was common for campers to light their waste on fire, including bottles of water. However, with the rise of reusable bottles, people began to do this less and less.

Water bottle innovation: BPA-free, stainless steel, etc. 💡

As consumers grew more aware of the harms of Bisphenol A (BPA) in the plastic of water bottles (including in the plastic of original Nalgene bottles), people pivoted to certified BPA-free plastic bottles or stainless steel bottles. In the early 2000s, Nalgene launched a BPA-free version of their bottle. At the same time, HydroFlask and Klean Kanteen, both known for their stainless steel bottles, launched.

S’well + HydroFlask 🚰

In the mid-2010s, S’well and HydroFlask emerged as more stylish options for holding water. I’d argue that these two brands helped to popularize the idea of a stylish water bottle. S’well is most well-known for their slim bottles with a variety of fun patterns and designs, while HydroFlask is most well-known for their large monochrome bottles and insulation technology.

Stanley + Owala 💧

In 2023, a “new” water bottle from a 100+ year old company emerged — the Stanley Cup. With its utilitarian design and chunky handle, it gained popularity on social media, primarily among Gen Alpha and Gen Z. Due in large part to the craze around their hero product, they made $750 million in revenue in 2023. The following year, in 2024, the Owala FreeSip amassed a dedicated community. This has been my water bottle of choice for a while.

Reusable water bottle statistics 📈

60% of U.S. adults own a reusable water bottle.
Americans spent $2B+ on reusable water bottles in 2022.
The global reusable water bottle market was valued at $9.7B in 2024.

Enter: Bink 🫧

Bink, founded in 2017 by Ben Parfitt and Leslie Parfitt, is having a moment. Originally selling babyproofing goods, the founders pivoted to create their minimalistic, design-forward bottles that have overtaken Instagram and TikTok. They offer 7 water bottles and 3 tumblers.

binkmade

A post shared by @binkmade

Bink relies on the fact that their bottles aren’t just bottles — they’re lifestyle items. Unlike Stanley cups with their blocky handles, Bink has a more simplistic design. The bottle’s design appeals to those with an eye for design and aesthetics. As

Erika Veurink

has observed, it’s also become the go-to option for stylish people in pilates classes.

binkmade

A post shared by @binkmade

They’re also on-trend and tapped into what’s popular on social. See their use of food/sensory marketing that’s reminiscent of a Jacquemus or Rhode campaign:

binkmade

A post shared by @binkmade

They’ve carried their momentum into Target stores nationwide, where you can find their most popular 27 oz Day Bottle. Their endcap displays are a great way to build brand awareness.

binkmade

A post shared by @binkmade

What do you think Bink will do next? What are your thoughts on the brand?

Thoughts from readers 💭

While the primary reason for choosing a water bottle generated pretty diverse responses, many said that brand trendiness was a primary factor.
Most respondents would be willing to spend $30-50 on a water bottle.
Majority of respondents said they own 2-4 water bottles.

When asked about their thoughts on “it” water bottles on social media, many respondents emphasized how constantly purchasing new water bottles is counterintuitive to the intended use of reusable bottles (refilling them and using them for a long time):

“It's great that they all work so well and are pretty high quality but it becomes a bit counterproductive when people have like 20 plus just for the sake of having them”

“I think trendiness can lead to overconsumption and for reusable water bottles it’s counterintuitive to have multiple expensive water bottles when they all have the same purpose.”

“I love the look of the emerging water bottles but there’s nothing wrong with my hydroflask and it gets the job done so until it breaks, I’m not buying one of the newer trends just yet - also I have learned the trends always evolve, so by the time I actually need a new one I’m sure Owala’s / Stanley’s will be outdated”

Majority of respondents in this survey were 18-24. Responses were collected via a form shared with friends and Brandscape followers on IG.

Thank you to the readers who submitted their thoughts for this week’s issue! If you’d like to contribute in the future, make sure to join the Brandscape Insights Group:

Join Brandscape Insights Group

Headlines of the week 🗞️

Hoka just announced a collaboration with Marni. The chunky, monochrome shoes kind of remind me of Fila Disrupters. This move demonstrates how running brands are leaning into the lifestyle/high fashion space (see: On x Loewe’s longterm partnership). If you missed my letter last week about running brands, check it out here.