What BruMate does

BrüMate is a premium consumer drinkware and lifestyle brand founded in 2016 and headquartered in Denver, Colorado, operating under dual legal entities — BrüMate Inc. (Delaware) and BrüMate LLC (Colorado). The company designs, manufactures (via third-party factories), and sells insulated stainless steel drinkware — including straw tumblers (Era, Era Flip, Resa, Rise, Rotera, Nav), travel mugs (Müv), cocktail and wine tumblers (MargTini, Rocks, Uncork'd, Togosa), and shaker bottles (MultiShaker) — alongside a cooler portfolio spanning can coolers (the Hopsulator family), hard coolers (BruTank, BackTap), soft coolers (MagPack), and hydration packs (Paragon). Core differentiation rests on a set of proprietary technologies: BevGuard triple-insulation, multiple patented lid mechanisms (SlideSeal, Ü-Turn, OctaLock, MagFlip, Push-Lock), and the ColdKey integrated stainless steel straw system, supported by a substantial patent portfolio including international filings in the EU, Canada, and Australia.

The product stack serves individual consumers as the primary segment, with secondary B2B revenue from corporate gifting (240+ unit bulk orders and 24–240 unit custom-logo orders) and a wholesale dealer network; additional personas include kids and verified military/first-responder/teacher buyers via a GovX-powered 10% discount. Revenue is generated predominantly through direct-to-consumer e-commerce on a Shopify-powered storefront (brumate.com), with premium unit pricing, bundle SKUs (e.g., Togosa + Uncork'd at $113.37), a tier-based BrückCrew Rewards loyalty program, and a 60,000+ member VIP community. Distribution is reinforced by an approved dealer/retailer program and creator/affiliate channels through Partnerize, LTK, and TikTok Shop, while marketing spans organic social (Instagram, Facebook, TikTok, Pinterest), earned media in BuzzFeed, Men's Health, Travel + Leisure, TODAY and Popular Science, and email/SMS programs.

The company is operationally mature: founded in 2016, it reached a 2020 retail breakthrough, launched its flagship Era line in 2023, declared global scale in 2025, and marked 10 years in 2026 with a slate of new SKUs (Era Flip, Resa Flip, Rise 18oz) and limited-edition collections (Wildflower, Shimmer). It has raised approximately $25 million to date from San Francisco Equity Partners (2020 SEC Form D filing) and is privately held with 11–50 employees, lifetime warranty on drinkware, and 288,000+ 5-star reviews as primary reputation signals.

Name

BruMate

Legal name

BrüMate LLC

Website

https://brumate.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

BrüMate is a Denver-based consumer drinkware and cooler brand founded in 2016, selling premium insulated stainless steel tumblers, can coolers, hard and soft coolers, and hydration packs via a Shopify D2C store, dealer network, and corporate bulk channel.

Ownership category

akta.pro rank

Product category

Consumer Drinkware & Coolers

akta.pro primary industry

Hydration, Water Filtration & Purification Retail (CRAMAMAE)

Keywords

• Insulated drinkware
• Stainless steel tumblers
• Can coolers
• Outdoor coolers
• Hydration products

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through direct-to-consumer online sales via brumate.com, featuring broad product catalog across drinkware, coolers, and accessories with one-time purchase model.
2. Corporate Bulk Orders: B2B revenue through corporate orders (240+ units) and customized logo orders (24-240 units) for corporate gifting and events.
3. Retail Distribution: Revenue through approved dealer/retailer network and physical store presence.
4. Affiliate Program: Commission-based revenue sharing through Partnerize, LTK, and TikTok Shop affiliate partnerships.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels10 records

Core offering

BruMate designs, manufactures, and sells premium insulated drinkware (straw tumblers, water bottles, travel mugs, wine and cocktail tumblers, kids tumblers, shaker bottles), can coolers, soft and hard coolers, and hydration packs. Products feature proprietary technologies including BevGuard triple insulation, leakproof lid systems (Ü-Turn, SlideSeal, MagFlip, OctaLock), and the ColdKey integrated stainless steel straw system, sold primarily direct-to-consumer through brumate.com and supplemented by dealer/wholesale, retail, and corporate bulk channels.

Product overview

BrüMate is a consumer drinkware and lifestyle brand offering a comprehensive portfolio of insulated drinkware, coolers, and accessories. The core product lines include straw tumblers (Era, Era Flip, Resa, Rise, Rotera, Nav, Leap), travel mugs (Müv), cocktail tumblers (MargTini, Rocks), wine products (Uncork'd, Togosa), and shaker bottles (MultiShaker). Cooler products span can coolers (Hopsulator line: Slim, Duo, Trio, Juggernaut, Twist, Bott'l), hard coolers (BruTank, BackTap), soft coolers (MagPack), and hydration packs (Paragon). Supporting accessories include specialized lids (Ü-Turn, OctaLock, MagFlip, SoftSip, SlideSeal), the ColdKey stainless steel straw system, and cleaning products (VooBrü tablets, BrüBrush). Services include a loyalty program (BrüCrew Rewards), affiliate program, corporate bulk ordering, and a giveback initiative (Brüs For Your Crews). All drinkware features proprietary technologies including BevGuard insulation, leakproof lid systems, and sustainable materials. The company offers product customization and personalization services alongside e-commerce sales through their website.

Differentiator

Problem solved

Functional benefit

Brands

• BrüCrew Rewards: The company's loyalty and rewards program offering points for purchases and member perks.

Products and services

• Era Series Cup-holder-friendly straw tumblers available in 20oz, 30oz, and 40oz sizes featuring the Ü-Turn leakproof lid, ColdKey metal straw, and BevGuard triple insulation that keeps drinks cold for 24+ hours.
• Era Flip Series Straw tumblers with SlideSeal magnetic flip-down lid that keeps the straw covered and hygienic, available in 30oz and 40oz sizes.
• Resa Series Travel straw tumblers available in 25oz and 35oz featuring the Ü-Turn leakproof lid, easy-carry top handle, removable Tritan Renew silicone sleeve, and sustainable stainless steel construction.
• Resa Flip Series Updated Resa tumblers with SlideSeal flip-down magnetic lid in 20oz (new) and 35oz sizes for straw coverage on the go.
• Rise Series Leakproof water bottles available in 18oz, 25oz, and 35oz sizes featuring a covered straw lid, triple BevGuard insulation, and dual sip-or-chug functionality.
• Rise 18oz Compact 18oz version of the Rise leakproof hydration bottle.
• Rotera Series Twist straw water bottles available in 15oz, 25oz, 35oz, and 65oz sizes featuring TwistSip lid technology for straw access by twisting.
• Müv Series Insulated travel mugs with handle available in 15oz, 25oz, and 35oz sizes featuring 100% leakproof BevLock lid and BevGuard triple insulation for all-day temperature retention.
• Nav Series Slim travel tumblers available in 25oz and 35oz featuring the 100% leakproof BevLock lid with a cupholder-friendly base designed to fit slim backpack slots.
• Uncork'd Insulated wine tumblers featuring OctaLock threading with 8 sipping positions, BevGuard triple insulation, splash-proof lid, and Tritan Renew color-matched lids. Holds half a bottle of wine.
• MargTini 10oz cocktail tumbler featuring BevGuard insulation and splash-proof lid for glass-free serving of margaritas and martinis.
• Rocks Tumbler 12oz cocktail tumbler designed for glass-free serving, with anti-dilution construction and BevGuard triple insulation.
• Leap 12oz kids tumbler with protective silicone sleeve to prevent dents and dings, locking leakproof lid for backpack transport, and cupholder-friendly design.
• Togosa 49oz 2-in-1 wine bottle chiller and leakproof pitcher with swappable chiller and strainer lids and BevGuard triple insulation.
• MultiShaker Triple-insulated shaker bottles in 25oz and 26oz sizes with removable agitator/infuser for protein shakes, infused waters, and smoothies. Leakproof and cupholder-friendly.
• Hopsulator Slim Insulated can cooler for 12oz slim cans featuring Push-Lock gasket technology to keep sodas and seltzers secure and a cupholder-friendly fit.
• Hopsulator Duo Can cooler designed to hold two cans with Push-Lock technology for secure seltzer and soda storage.
• Hopsulator Trio 3-in-1 can cooler compatible with hot, cold, or carbonated beverages, supporting three different can sizes with multifunctional insulation.
• Hopsulator Juggernaut Large-capacity can cooler for multiple cans with advanced temperature retention for outdoor use.
• Hopsulator Twist Can cooler with twist-functionality for easy beverage access combined with insulated temperature retention.
• Hopsulator Bott'l Insulated can cooler designed specifically for bottle-style cans.
• BruTank Hard cooler series with a 35-quart rolling option featuring a removable 1.8-gallon drink tank, built-in tap, up to 7-day ice retention, and 13.4 liters of cold storage.
• MagPack Soft cooler series with shoulder sling design in 24-can capacity for beach, picnic, and outdoor use.
• BackTap Hard cooler series with built-in tap functionality for beverage dispensing.
• Paragon Hydration pack series designed for outdoor adventures and active use.
• ColdKey Stainless Steel Straw World's first integrated stainless steel straw system; removable and dishwasher-safe, prevents plastic from sitting in drinks.
• SoftSip Straw Removable silicone straw gentle on lips and teeth, dishwasher-safe for easy cleaning.
• VooBrü Cleaning Tablets Patent-pending cleaning tablets using naturally derived ingredients (tartaric acid, sodium carbonate, sodium percarbonate) to remove tough stains from tumblers.
• BrüBrush + VooBrü Cleaning Bundle Cleaning bundle including BrüBrush with two cleaning heads and 20 all-natural VooBrü cleaning tablets for tumbler maintenance.
• Bottle Chiller Bundle Bundle combining the Togosa 49oz 2-in-1 bottle chiller/pitcher with two Uncork'd 14oz wine tumblers for complete wine service.
• On The Rocks Bundle Bundle combining the Togosa 49oz bottle chiller/pitcher with two 12oz Rocks tumblers for cocktail enthusiasts.
• BrüCrew Rewards Loyalty program allowing members to earn points on purchases with tier status based on total spend, referral credits, and exclusive product access.
• Affiliate Program Commission-based program for content creators and bloggers driving sales to brumate.com through Partnerize, LTK, and TikTok Shop integrations.
• Corporate Orders B2B bulk ordering service for 240+ units with customization options (24-240 units with logo) for corporate gifts, events, and employee appreciation using leakproof mugs, tumblers, and coolers.
• Brüs For Your Crews Giveback program donating BrüMate products to essential service providers including nurses, firefighters, EMTs, military, teachers, and first responders.

Quantifiable outcome

• Products keep ice for 24+ hours
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationShopify powers BruMate's online e-commerce store (brumate.com), providing the platform infrastructure for all direct-to-consumer sales, payment processing, and order management.
• UsableNet InccoreTechnology or IntegrationUsableNet provides web accessibility consulting and technology to ensure brumate.com is accessible to persons with disabilities, implementing WCAG guidelines and Americans with Disabilities Act conformance.
• PartnerizecoreChannel Partner/ Reseller/ DistributorBruMate's affiliate program through Partnerize for media, editorial, and bloggers to drive sales from their content to brumate.com and earn commission.
• LTK (Like To Know)coreChannel Partner/ Reseller/ DistributorLTK creator platform partnership for social media content creators to monetize their content by driving sales to BruMate.
• TikTok Shop ProgramcoreChannel Partner/ Reseller/ DistributorTikTok Shop creator program allowing influencers to apply and earn commission by driving sales through the platform.
• GovXcoreTechnology or IntegrationGovX provides identity verification services enabling BruMate to verify military, first responder, and teacher status for the 10% discount program.
• Locally (Product Locator)minorChannel Partner/ Reseller/ DistributorStore locator integration helping customers find local retailers carrying BruMate products.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• YETI Holdings: YETI is the most direct premium drinkware and cooler peer, offering similar stainless tumblers, can coolers, and hard/soft coolers sold through DTC and retail. Comparable because both brands compete head-to-head on the same shelves and in the same premium hydration/outdoor lifestyle category.
• Stanley (PMI Worldwide): Stanley's Quencher tumbler and IceFlow bottles compete directly with BrüMate's Hopsulator and Era series in the social-viral premium tumbler segment. Highly relevant because of near-identical product positioning, viral TikTok-led growth, and overlapping retail distribution.
• Hydro Flask (Helen of Troy): Hydro Flask is a flagship competitor in insulated stainless steel water bottles and tumblers with a similar heritage of innovation and lifestyle branding. Directly comparable on product function, retail placement, and target consumer.
• Owala: Owala's FreeSip and Twist water bottles have emerged as a direct functional rival in the leakproof, covered-straw category that BrüMate pioneered with the Era series. Most relevant peer on product innovation overlap and viral/social-led D2C growth pattern.
• Corkcicle: Corkcicle competes in insulated tumblers, can coolers, and barware — including wine, cocktail, and on-the-go beverageware — closely mirroring BrüMate's Uncork'd, MargTini, and Rocks lines. Comparable on lifestyle branding, gifting assortment, and DTC-led retail strategy.
• Simple Modern: Simple Modern offers comparable insulated tumblers, water bottles, and coolers with strong Amazon and DTC presence, often at more accessible price points. Comparable on catalog breadth, customer overlap, and the budget-to-premium tumbler segment.
• RTIC: RTIC's Outback tumblers and coolers are a value-oriented premium alternative to Yeti/BrüMate with deep retail penetration. Comparable on hard cooler line (BrükTank vs RTIC coolers) and stainless-steel drinkware.
• S'well: S'well is a design-first insulated bottle and tumbler brand competing in lifestyle, gifting, and corporate channels similar to BrüMate. Comparable on aesthetic/limited-edition drops, premium gift positioning, and DTC-led distribution.
• Iron Flask: Iron Flask offers insulated stainless steel water bottles and tumblers (Sport, Wide Mouth, Kids lines) with heavy Amazon-led D2C presence. Comparable on multi-functional lid systems and price tier just below BrüMate's premium positioning.
• Takeya: Takeya's Actives, Originals, and Craft insulated bottles compete directly in the leakproof hydration bottle segment with patented lid/spout technology similar to BrüMate's SlideSeal/Ü-Turn innovations. Comparable on functional innovation and broad retail distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtiktok.com/@brumate
• YouTubeyoutube.com/c/Br%C3%BCMate
• Facebookfacebook.com/MyBruMate
• LinkedInlinkedin.com/company/br%C3%BCmate/jobs
• Instagraminstagram.com/brumate
• Pinterestpinterest.com/brumate_

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BruMate