The Cap Dilemma

What is the Cap Dilemma?

Every time you open a traditional bottle, you face a dilemma. Do you set the cap down and enjoy your beverage freely, or do you unscrew the cap every time you want to take a sip?

image-5

Option 1

Keep the cap on the bottle

When you unscrew the cap to take a sip, then screw the cap on immediately afterwards, you have to repeat that effort 20-30 times to finish a 20 oz. drink. That’s a lot of work to enjoy your beverage. When you're eating or driving, that's not a convenient--or safe--option.

icon

Pro

Stores cap and protects drink

icon

Con

Forces several actions to get a sip

icon

Pro

Able to freely sip your drink

icon

Con

Risk losing or littering your cap

Option 2

Put the cap down

To drink freely, you have to put the cap down between sips. Once you set the cap down, you've created an extra piece of trash. You're now more likely to litter or lose your cap. Plus, you won't be able to reseal your drink to transport or store it for later.

Consumer bottle cap behavior

84%

unscrew the cap, take a sip, then screw the cap back on.

82%

keep the cap on between sips to avoid spilling.

30%

are bothered they must screw and unscrew the cap between sips.

38%

have accidentally lost their caps.

Current bottle options

icon

Traditional

Pro  Best drinking experience

Con  No place to put your cap while drinking

icon

Sports Cap

Pro  One-handed ability to open and close

Con  Designed for squirting which is not the preferred method of drinking in most situations and for most beverages.

icon

Flip Top

Pro  You will not lose or litter your cap

Con  Cap is stuck near bottle opening resulting in poor drinking experience