The thirst for Stanley's hottest cup cannot be quenched.
The Quencher H2.0 FlowState Tumbler, which has become iconic in recent years thanks to a concerted effort to rebrand it for a female audience rather than Stanley's traditionally male customer base, has had several high-profile collaborations in recent months, including with Country music star Lainey Wilson.
The latest offering — a pink Stanley with the Starbucks logo on the side — has become a social media sensation, with fans flocking to Target as soon as the doors opened to snag one.
The Starbucks collaboration, as well as a Valentine's Day collection featuring a red Quencher and a pink Quencher, were so popular that Target limited customers to two per person.
In fact, demand for the mugs is so high that the only way to get them now is on the resale market, and resellers are trying to capitalize on it. Listings on eBay cost hundreds of dollars, with bids for the $45 mugs rising to over $200 at most auctions.
“The resale market is definitely flattering,” Stanley President Terence Reilly previously told CNBC Make It. “The fact that there are signs at America's top retailers limiting the number of Stanleys you can buy is an amazing thing to think about.”
Reilly added that while having “a bit of scarcity” was certainly part of Stanley's strategy to stimulate demand, there was a concerted effort to produce as much product as possible.
“We really increase the number of units available every time we come by because we see the trend and the growing waiting lists,” he said. “But there are only so many seats in the stadium, and when the seats sell out, they sell out.”
Read the full story of how the Quencher grew Stanley's revenue from $70 million a year to $750 million a year here.
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