Joco Cups
Joco Cups, an Australian direct-to-consumer brand, designs and sells reusable borosilicate glass coffee cups, insulated flasks, glassware, and accessories through its owned e-commerce storefronts for specialty coffee enthusiasts, cafe operators, and environmentally conscious consumers.
- Company typePrivate
- Founded2014
- HeadquartersConnewarre, Australia
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Joco Cups does
Joco Cups, operated by Australian proprietary limited company Joco Group Pty Ltd, designs and sells reusable drinking vessels made from artisan-blown borosilicate glass paired with medical-grade silicone lids, sleeves, and accessories. Its product portfolio spans core reusable coffee cups in 4oz to 16oz sizes, dual-walled Hardware Lane glassware, the premium LUX Glass pressed-borosilicate line, and the Active Flask and Velvet Grip Flask insulated bottles, plus straws, sleeves, lids, and limited Artist Series collaborations. Materials are certified to LFGB, FDA, REACH, and California Prop 65 standards, and the product is positioned as 100% plastic-free and designed for lifetime use.
The company monetizes exclusively through one-time hardware unit sales across its sub-brands (Hardware Lane, LUX Glass, Active Flask, Utility Cup, Artist Series), with no consumables, subscriptions, or recurring revenue streams. Go-to-market is direct-to-consumer via its owned e-commerce storefronts (jococups.com/usa for North America and the Australian core site), supplemented by a 'Find in Store' physical retail/wholesale path and a Co-Brand offering for B2B partners. Pricing is positioned in the mid-to-premium range (cups $14-$26, flasks $40-$50, glassware sets $18-$36).
Joco serves four overlapping segments: specialty coffee and tea enthusiasts, cafe and coffee shop operators, professional baristas (the LUX Glass line is the World Barista Championship vessel of choice), and environmentally conscious consumers. Marketing is concentrated in sustainability messaging, Instagram/Facebook lifestyle content, an Eco Centre content library for SEO, and an email newsletter for retention. The brand's stated social-environmental claim is anchored by an ongoing Joco x Seabin Project partnership, with the company reporting over 120,000 pieces of plastic removed since 2017 tied to product purchases. The firm appears founder-owned and bootstrapped, with a small 1-10 employee base and no disclosed external funding.
Joco Cups firmographics
Firmographics- Name
- Joco Cups
- Legal name
- Joco Group Pty Ltd
- Website
- https://jococups.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Joco Cups, an Australian direct-to-consumer brand, designs and sells reusable borosilicate glass coffee cups, insulated flasks, glassware, and accessories through its owned e-commerce storefronts for specialty coffee enthusiasts, cafe operators, and environmentally conscious consumers.
- Ownership category
- akta.pro rank
Joco Cups industry classification
Industry- Product category
- Reusable Drinkware
- NAICS
- Glass Container Manufacturing (327213), Other Pressed and Blown Glass and Glassware Manufacturing (327212)
- SIC
- Glass Containers (3221), Glass & Glassware, Pressed Or Blown (3220)
- akta.pro primary industry
- Beverage Packaging (Bottles, Cans, Cartons, Kegs) (IMALAHAD)
Keywords
Where Joco Cups is headquartered
LocationHeadquarters
- HQ city
- Connewarre
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Joco Cups business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Hardware Product Sales: One-time purchase of reusable drinkware products including cups, bottles, glasses, and accessories. Products are designed for lifetime use with no consumables or recurring revenue components.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Insulated Flasks 12oz-16oz |
| Unit Pricing | Pay-as-you-go | Joco Cups - Standard Line (4oz-16oz) |
| Unit Pricing | Pay-as-you-go | Joco Cup Utility Line (6oz-16oz) |
| Unit Pricing | Pay-as-you-go | Hardware Lane Glassware (Sets of 2) |
| Unit Pricing | Pay-as-you-go | LUX Glass (6-piece sets) |
| Unit Pricing | Pay-as-you-go | Active Flask Line |
| Unit Pricing | Pay-as-you-go | Velvet Grip Straws |
| Unit Pricing | Pay-as-you-go | Roll Straws |
| Unit Pricing | Pay-as-you-go | Sleeves |
| Unit Pricing | Pay-as-you-go | Artist Series (Collaboration Cups) |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Joco Cups product offering
Product offeringCore offering
Joco Cups designs, manufactures, and sells reusable drinkware — primarily artisan-blown borosilicate glass coffee cups, glass bottles, insulated flasks, premium glassware, glass straws, and silicone accessories — through its own direct-to-consumer e-commerce storefront and select retail/wholesale partners. The product line targets elimination of single-use plastic waste, with each purchase contributing to the Joco x Seabin ocean-plastic-cleanup initiative.
Product overview
Joco Cups is a physical goods company offering reusable drinking vessels made from borosilicate glass and premium silicone. The product portfolio centers on reusable coffee cups (available in 4oz, 6oz, 8oz, 12oz, and 16oz sizes), glassware collections (including Hardware Lane dual-walled insulated glassware and LUX glass), water bottles and flasks (Active Flask, Flask Velvet Grip, Insulated Flasks), and accessories (sleeves, lids, straws). The Joco Cup Utility sub-brand offers enhanced multi-mode drinking functionality, while the Artist Series features limited edition collaborations. All products are 100% plastic-free, certified non-toxic, and designed for lifetime use.
Differentiator
Problem solved
Functional benefit
Brands
- Hardware Lane: Dual-walled insulated glassware collection hand-crafted from borosilicate glass, designed in Melbourne
- Artist Series
- LUX Glass
- Active Flask
- Utility Cup
Products and services
- Joco Cup (4oz, 6oz, 8oz, 12oz, 16oz) Artisan-blown reusable coffee cups made from thermal-shock-resistant borosilicate glass with a medical-grade silicone lid and sleeve, available in 4oz to 16oz sizes for individual coffee and tea drinkers.
- Joco Cup Utility (6oz, 12oz, 16oz) Premium reusable cups with Utility Lid offering multiple drinking modes including wide mouth, anti-spill closure, splash-free straw integration, and nose-dome ergonomic design for individual consumers.
- Hardware Lane Glassware (2oz, 6oz, 12oz, 16oz) Hand-crafted dual-walled insulated glassware collection designed in Melbourne, sold in 2-piece sets, targeted at consumers seeking premium home glassware.
- LUX Glass (6-piece set, 6oz) Premium pressed borosilicate glassware designed with barista input for sensory enlightenment and competition-grade performance, sold to both consumers and professional baristas.
- Joco Glass (4oz, 6oz, 8oz, 12oz, 16oz) Lightweight borosilicate glass vessels without lids, suitable for takeaway or in-café use, available in 4oz to 16oz sizes for individual consumers.
- Active Flask 17oz Sleek, durable 17oz glass flask with wide-mouth rim and Utility Lid, featuring impact-absorbing design and splash-free straw integration for active on-the-go hydration.
- Flask Velvet Grip 20oz 20oz glass flask with velvet grip coating providing a tactile, anti-slip refined drinking experience for daily hydration.
- Active Flask Utility Insulated (12oz, 16oz) 12oz and 16oz insulated flasks with Thermal+ double-walled stainless steel construction that maintains beverage temperature for hours, designed for active on-the-go use.
- Velvet Grip Straw (7", 8.5", 10") Handcrafted borosilicate glass straws (7", 8.5", 10") with semi-transparent velvet grip coating providing anti-slip functionality and a premium tactile drinking experience.
- Roll Straw (7", 10") Collapsible silicone straws in 7" and 10" sizes featuring Roll 'n Stow design with sealed container for portability, multiple carry modes, and key ring adaptability.
- Classic Lid Anti-splash ergonomic replacement lids with nose dome for head-tilt-free drinking, made from medical-grade silicone as a standalone accessory for existing Joco Cup owners.
- Utility Lid Multi-mode drinking lid with wide-mouth drinking, anti-spill closure, splash-free straw integration, and built-in storage, sold as a standalone accessory for Joco Cup owners.
- Joco Cup Sleeve (4oz, 6oz, 8oz, 12oz, 16oz) Thermal silicone sleeves sold in sizes matching the 4oz–16oz Joco Cup range, providing grip, hand protection, and temperature retention for existing cup owners.
- Artist Series (12oz) Limited-edition 12oz reusable cups featuring original artwork collaborations with artists Jen Lobo, Lars K Huse, and Adrian Knott, hand-crafted from borosilicate glass with medical-grade silicone components.
Quantifiable outcome
- Over 120,000 pieces of plastic removed from environment since 2017 through Seabin partnership
- +1 more outcomes
Companies that use Joco Cups
Customer profileSegments4 records
Ideal customer profiles2 records
Joco Cups technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Joco Cups partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Seabin ProjectcoreJoco x Seabin Project Fleet partnership where every Joco purchase contributes to deployment of new Seabins that actively clean and repurpose plastic debris from oceans. This environmental initiative connects product sales directly to ocean cleanup efforts.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Joco Cups competitors and assessment
Company assessmentEmerging players
- KINTO: Japanese lifestyle brand offering glassware and tableware with a design-led, minimalist aesthetic. Comparable to Joco's Hardware Lane and LUX Glass lines on premium glass drinkware and barista appeal.
- Fellow Products: Specialty coffee equipment brand with premium kettles, grinders, and drinkware, strong barista community credibility. Shares Joco's specialty coffee community positioning and premium pricing discipline.
- EcoVessel: Reusable bottle brand with sustainability messaging around plastic reduction. Adjacent competitor in the eco-friendly reusable hydration category with overlapping end-consumer segments.
Direct peers
- Stojo: Collapsible reusable cup brand selling pocket-sized silicone cups to commuters and travelers. Competes in the same on-the-go reusable coffee cup category, though focused on collapsibility rather than glass.
- Chilly's: UK-based premium reusable bottle and cup brand with strong sustainability narrative and DTC distribution. Directly comparable on positioning, sustainability messaging, and reusable drinkware category.
- Bodum: Danish/European glassware and coffee vessel brand with double-walled glass cups and press products. Closely matches Joco's borosilicate glass and LUX Glass positioning in the specialty coffee and barista segment.
- KeepCup: Australian-origin pioneer of reusable barista-standard coffee cups in glass, plastic, and silicone. Closest direct competitor to Joco's core reusable cup proposition, sharing the café/wholesale and DTC go-to-market.
Broad incumbents
- S'well: Established premium reusable bottle brand with broader product portfolio, deeper retail distribution, and institutional backing. Competes with Joco's Active Flask line in the reusable hydration category.
- YETI: Premium outdoor drinkware and cooler brand with broad retail and direct channels. Competes in the premium reusable bottle space and sets pricing benchmarks that constrain Joco's premium positioning.
- Hydro Flask: Major reusable insulated bottle brand owned by Helen of Troy, distributed widely through outdoor and mass retail. Overlaps with Joco's insulated flask products and represents the well-funded incumbent Joco must differentiate against.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Joco Cups social profiles
Digital presenceJoco Cups compliance and trust
Trust signalCompliance4 records
Joco Cups financial estimates
Financial estimateRevenue estimate
Valuation estimate
Joco Cups leadership team
Management profileNumber of profiles
Profiles1 record
Joco Cups funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Joco Cups M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Joco Cups
What does Joco Cups do?
Joco Cups designs, manufactures, and sells reusable drinkware — primarily artisan-blown borosilicate glass coffee cups, glass bottles, insulated flasks, premium glassware, glass straws, and silicone accessories — through its own direct-to-consumer e-commerce storefront and select retail/wholesale partners. The product line targets elimination of single-use plastic waste, with each purchase contributing to the Joco x Seabin ocean-plastic-cleanup initiative.
Is Joco Cups a public or private company?
Joco Cups is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Joco Cups founded?
Joco Cups was founded in 2014. It employs 1 to 10 people.
Where is Joco Cups based?
Joco Cups is headquartered in Connewarre, Australia, in the Oceania region.
How does Joco Cups make money?
One revenue line is on record: hardware Product Sales.
Who are Joco Cups's main competitors?
Emerging players on record are KINTO, Fellow Products and EcoVessel. Direct peers are Stojo, Chilly's, Bodum and KeepCup. Broad incumbents are S'well, YETI and Hydro Flask.
Does Joco Cups have an API?
No public API is recorded for Joco Cups.
What industry is Joco Cups in?
Joco Cups's product category is Reusable Drinkware. Its primary akta.pro industry code is IMALAHAD, Beverage Packaging (Bottles, Cans, Cartons, Kegs). Its NAICS code is 327213 and its SIC code is 3221.