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Hydro Flask, one of the most popular beverage bottle brands on the market, is bucking trends by releasing a micro version of its insulated bottle… and has been selling out all year.
Why It Hits: 2024 was the year of the Stanley Cup, as people felt they needed to carry almost a full day’s worth of hydration wherever they went. But just like Newton’s Third Law of Motion, every trend will have an equal and opposite trend… which Hydro Flask hopes it can be the Stanley of.
Behind the Bottle: Is the trend of the “big dumb cups” (thanks, SNL) coming to an end?
- Hydro Flask started selling the 6.7-ounce Micro Hydro bottle (that’s 10 ounces less than a typical water bottle and smaller than the average iPhone) for $19 in March.
- The bottles quickly sold out, and a new batch of fresh colorways released a few weeks later sold out in just one day. Hydro Flash still hasn’t replenished its inventory.
- Bottles are now reselling between $50 and $100.
Last Sip: People who purchased the Micros said they fill it with anything from coffee to matcha to alcohol — basically any tasty beverage they can take on the go and fit in a purse or jacket pocket. And yes, some do fill it with a little bit of water. Some people reported that the bottles are more in line with how people outside the US carry drinks (i.e., not something heavy that you’re lugging around).
Prepare for every streetwear brand, music festival, and maybe even trendy restaurant to roll out their own versions of small bottles as a fashionable brand perk. Small things can have a big impact.
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