Business Strategy
Top Cup
Top Cup is a reusable drinkware brand founded by Ball Corporation, now co-owned with Fernweh Group, built around recyclable aluminum as a counter to single-use plastic. The company developed a modular cup system with interchangeable designs, targeting environmentally conscious consumers looking for a sustainable alternative. Jonah Staw is a senior advisor to Top Cup.
Tension.
Billions of plastic cups thrown away every year. Where’s the reusable alternative that people actually prefer?
Action.
Built a reusable aluminum cup platform — 90% recycled, infinitely recyclable, designed for venues, events, and everyday use.
Clarity.
Sustainability scales when the product is better than what it replaces. People don’t switch out of guilt. They switch when they prefer the alternative.
