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The Hustle Daily Show
The story of the ‘unbreakable’ German drinking glass
Aug 13, 2024
Discover the tale of a German company that created an 'unbreakable' drinking glass, only to face unexpected challenges that led to its decline. Learn how consumer expectations clashed with innovative design, stifling sales and resulting in bankruptcy. Meanwhile, a Berlin startup aims to revive this technology for sustainable water bottles, launching a successful crowdfunding campaign. Explore trends in durable, eco-friendly drinkware and the evolving market demands among younger audiences.
12:49
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Quick takeaways
- Superfest's unbreakable glass failed commercially due to its long lifespan, preventing necessary repeat purchases despite its impressive durability.
- A Berlin startup, Bottles, is revitalizing the unbreakable glass concept by focusing on customizability and sustainability to attract modern consumers.
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