Breaking Down Barriers to Entry in Promotional Drinkware Printing Article

This article was first published online in February 2024. Read the full article on the Printwear & Promotion website.

Where there are challenges, there are opportunities. Amid fierce competition, finding ways to retain sustainable profit margins poses an ongoing challenge for many print businesses. Therein lies an opportunity; as segments converge and evolve, exploring new revenue streams in adjacent markets becomes increasingly appealing. Promotional print is a prime candidate for 2024. Brands are seeking new and innovative ways to personalise the customer experience, particularly when it comes to connecting with younger audiences who expect tangible, individualised brand interactions.

Reusable drinkware products top that list for eco-conscious and social media savvy Gen Z – think Taylor Swift Eras Tour reusable drink cups in cinemas. We’re even seeing drinkware brands themselves becoming the trend – reports that Stanley tumblers are the new ‘status symbol’ in schools prove that fashionable drinkware could be replacing the latest iPhone or athlete-endorsed trainers on teenage wish lists.

Mitigate new market risk 

However, as all successful digital printers know, moving into new markets is not quite as simple as clicking your fingers and counting the profits. Price is, unsurprisingly, the initial obstacle to consider. New digital equipment can be a significant investment, and not just the cost of the machine: new materials, operator training time, floor space, it all adds up. Entry level options can be attractive and practical for printers with their eye on a new market – lower price points and space-efficient equipment can make it easier, faster, and more affordable to get off the ground and thrive in a new and exciting print segment. If the technology in question is part of a modular machine range that can grow in tandem with your success, so much the better. Less risk, more reward.

Find a true partner 

Investment considerations are crucial, but even with a suitable entry level price point, there is always a lot to learn when entering a new market. This is especially the case when introducing a specific process, such as cylindrical printing, required for the drinkware space. That’s why your technology vendor should be a partner that you can trust to guide you through important technical details including the right tooling for the variety of vessels you can now print on directly, as well as the all-important pretreatment methods and ink options for optimal adhesion. The right technology partner will provide you with a wealth of training, guidance, and ongoing support as you watch your profits grow.

Revolutionise revenue

2024 is an ideal time to get your foot in the promotional drinkware door, not only because of the viability of the market, but also thanks to the Inkcups Helix ONE. The Helix ONE is a dedicated entry-level cylinder inkjet printer capable of printing full CMYKW and varnish onto straight-walled and tapered cylindrical objects including plastic bottles, stainless tumblers, powder-coated drinkware, and much more. Concentrating the power, productivity, and performance of Inkcups’ flagship Helix technology into a compact benchtop design, the Helix ONE is breaking down barriers to entry in promotional printing. Inkcups are the experts in direct-to-object printing, so when you join the Helix family, the team is with you every step of the way for whatever support you need.

Visitors to Printwear & Promotion LIVE!, had the opportunity to see the Helix ONE in action on the Resolute DTF stand.