Cupmaker Whirley Buys DrinkWorks

Drinkware maker Whirley Industries has acquired competitor DrinkWorks, forming the largest supplier of custom-branded stainless, plastic and souvenir drinkware.

Whirley's sales staff gets DrinkWorks' designs (like Elmo, sold at Sesame Place theme park)

Warren, PA-based Whirley plans to expand its mainstream, primarily plastic line with high-end stainless steel designs from DrinkWorks. Newport Beach, CA-based DrinkWorks lends its strong reputation for design; Whirley brings a substantial sales staff to the deal. They share many customers, including convenience stores, theme parks, restaurants, zoos and sports venues that use branded containers as premiums.

"Gaining the DrinkWorks brand ... and well-known design strengths will enable us to generate incremental sales from our existing customers, increase our customer base, and enhance our ability to assist customers in launching ... custom product lines," said Whirley President Lincoln Sokolski in a statement.

Whirley projects the purchase will help boost its revenues 20%, based on DrinkWorks' 2004 sales jump of 30%. Privately held Whirley won't disclose sales data; terms of the deal were not disclosed, either.

Whirley gets DrinkWorks' brand name, assets and intellectual property. DrinkWorks' president and chief designer Richard Humphrey joins Whirley as VP-business development.