The founders (Bobby and Erik) have been friends for years. They met when their wives taught elementary school together in Jacksonville, Florida. We all quickly became close friends as we share many common interests and we found ourselves spending more and more time together. For some odd reason, it seemed regardless of where we were enjoying each other’s company – on the water, the golf course, the beach, a tailgate, it always seemed that we had a cold drink in our hand or very close to us. Bobby and Erik often joke that people say, “Do what you are passionate about,” and we sure are passionate about an ice cold beer or drink. We know that we aren’t alone in this passion for a great cup that can be with you all day – keep your coffee piping hot in the morning and keep your drink ice cold in the afternoon (or before noon – we don’t judge). We decided to create a brand for like minded people that embodies the “Work Hard Play Hard” mentality. We came up with the first SIC cup design and teamed with a manufacturer that shares our vision and is pumped to grow with us. We have several more models that will be released that we can’t wait to share with our customers very soon.