Cup fans swarm stores for Stanleys

Tumbler craze has grown to cult-like proportions.

Stanley cup fans have waited in lines for hours this past week, for reasons that have nothing to do with the National Hockey League championship trophy. They’ve been trying to snag exclusive versions of reusable water bottles in stores, the latest sign that the drinkware brand has become a status symbol and an all-consuming craze.

Stanley has been selling bottles since 1913, and its cult-like community has grown considerably in recent years with help from social media.

Fans of the tumblers, which cost between $14 and $60 depending on the size, say they love the cups’ collectible-worthy colors; the large sizes that motivate them to drink more water; and the handles, which make the cups more portable and huggable.

Stanley stans are even customizing their bottles, adding on text engravings available through the brand’s website; laminating the cylindrical packaging labels and sticking them back on; and accessorizing with offbrand snack bowls and trays designed to stack on top of the lids. Stanley cups — especially the 40-ounce Stanley Quencher H2.0 Flowstate Tumbler that starts at $45 — have hit a growing number of holiday wish lists while being marketed to people committing to fitness goals for the new year.

Stanley is one of the first brands shoppers see on Target’s website and app as the store advertises its “Wellness Jumpstart” campaign. The demand for recent limited-quantity releases — red and hot pink cups on Dec. 31 for Valentine’s Day and “winter pink” cups with clear pink straws last week in a collaboration with Star

Stanley recently released limited quantities of its cups in a collaboration with Starbucks — revealing how ubiquitous the beverage containers have become.