![]() It’s a gift for the person who has everything. “Ultimately, you can buy a plastic mold, but our clients really want the experience. ![]() Interestingly, 15% of their business is repeat customers, often, corporate clients purchasing presents. “Most of our customers tell us they saw it on social media, or they saw a friend or client had one and they had to get one as well.” While the unit has a role in a bar setting, the target consumer is the home drinker one who loves their appliances, appreciates a decent cocktail, and is happy to host it’s a unit that creates experiences for guests. In 2022, the line is poised to expand, offering a clear ice accessory for the unit. The current line spans a series of ice balls, plus tongs. If you’re sipping nice spirits, dilution matters. Less dilution means less watering down of what you’re drinking. Large format ice cubes melt at a slower rate, introducing less water into a cocktail. What’s the fuss with a perfect sphere? These larger balls subject significantly less surface area (24%, to be precise) to the drink. The unit quickly turns a chunk of ice into a plump, perfect sphere that dilutes slower than standard. While the machining business was slower when automotive tooling was slow, Meltdown kept them busy. We have over 300 employees.” While other producers faced supply chain shortages, the fluency between the rest of the business curbed any issues and bridges the cost of custom precision machinery that these units require. “This business unit is a startup, but we still have the support structure in place. “We’re an engineering company, and the product has been invented through our innovation teams,” says Brock. While technically a side hustle, the Steeres had the infrastructure in place to support the group. We did over $200,000 worth of sales in those seven weeks.” “The Meltdown is already a very popular item, and combined with this, we were slammed over the holidays. ![]() “We weren’t prepared for that mega rush,” continues Brock. When they restored our website early in the morning, we found out 185,000 people were on the website at the moment of the crash.” “There were too many people trying to get on our website.,” says Brian Steere. The video collected 100 million views in just a few hours. Just before the 2020 holidays, Dwayne Johnson reshared a video of Meltdown in action. If the price tag seems steep, I divert to The Rock. Each product weighs almost 15 pounds and comes with a swathe of color, monogram, and engraving options. ![]() The units range from $895 upwards with “our most popular unit, The Mogul, retailing for $1,495.” The lower-priced end of the spectrum uses all aluminum, while the high-end Mogul is crafted from copper. ![]()
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