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The Grandstand includes a handle that makes it easy to carry.
What's Under the Hood?
More and More Sports Fans Asking the Same Question of Cool Works Cup
September 16, 2011

If you've seen one cooler, you've seen them all. That used to be the mantra in licensed sports and tailgating industries, until Cool Works Cup came along. Now NASCAR diehards and college sports fans can show off their team spirit and enjoy an ice-cold drink in style.

"When we started the company, we wanted to take a commodity and turn it into a premium product" says Preston Davis, Director of Operations for Cool Works Cup. "We've taken the cooler to the next step."

Indeed, Cool Works Cup created a patented licensed design that looks like the front hood of a NASCAR stock racer. The cooler is available in two sizes, the 12-can Grandstand model and the 96-can Infield model. "The reaction we get from consumers is great," says Davis. "They've never seen anything like our cooler."

The Infield holes four cases of drinks with no problems.

That response has come mostly at NASCAR events. Since opening for business 18 months ago, Cool Works Cup set up shop at races all over the East Coast to introduce its products to fans. The results of this guerilla marketing effort have been impressive. Now the company is ready to make an even bigger splash.

"We're working on getting into retail," says Davis. "We wanted to make sure our production was up and running first."

Davis believes the Cool Works Cup cooler is a good fit for retailers of any size. The company is also preparing to expand its offerings with collegiate licensing. On tap is a cooler that's shaped like a stadium.

In addition, Cool Works Cup will exhibit at the Licensed Sports and Tailgate Show in January. "We're striving to corner a new market," says Davis. "We've got a product that sports fans can really be proud of."

 

 

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