NEW YORK— Q Squared NYC’s entrance into the drinkware category at the summer NY Now market is part of a company wide growth strategy to be seen as a casual dining resource, Shannon McAlpine, vp/sales, Q Squared, told HOMEWORLD BUSINESS®.
“We are building Q Squared NYC to be recognized as the go-to brand for casual indoor and outdoor dining. Unbreakable drinkware is an important element to rounding out our assortment offering,” said McAlpine.
In addition to creating melamine tableware for indoor and outdoor entertaining, the brand also offers coordinating flatware. When developing the Tritan drinkware collection, called Aurora, McAlpine said that it was important for it to be “distinctive and elegant.”
The company has become best known for its signature, textured whiteware and other designs that create the appearance of fine porcelain and ceramic dinnerware.
“Most Tritan drinkware we have encountered, while high quality, is not particularly distinct in design. We decided if we chose to create a drinkware collection, it would need to follow the same story as our ceramic-like melamine, boasting the appearance of glassware but offering the practicality of Tritan,” she noted.
The Aurora line is inspired by classic crystal-cut glassware, but is said to be break-resistant, BPA free and dishwasher safe.
“We wanted to create a crystal-inspired unbreakable drinkware line that looks and feels luxurious,” added Alaina Young, Q Squared co-founder and creative director. “The Aurora collection continues our mission to live elegantly every day.”
“We believe that our existing customers will incorporate our Aurora drinkware collection with our melamine tableware, however, we also expect our drinkware to reach new customers,” noted McAlpine.
The new drinkware was created to be mixed and matched with its collections as retailers see fit. A clear option coordinates with its whiteware, solid and patterned melamine dinnerware alike, while the topaz color pairs well with its recent nautical themed Portsmouth dinnerware collection, for example.
The drinkware also offers increased sales opportunities for retailers. “Because consumers purchase drinkware at a faster rate than dinnerware, naturally there is a wider audience for beverageware,” said McAlpine.
Aurora drinkware features heavy gauge sidewalls and bases, and is offered in a clear crystal option, as well as ruby, topaz (blue) and twilight (smoke). It is offered in a stemless wine glass, suggested retail price $12, double old fashioned tumbler, SRP $12, and highball tumbler, SRP $14. The line will be available for shipping this September.