How a Company Sold $30 Million Worth of Ice in 2023—and What You Can Learn About Building a Premium Brand

You may not think of ice as a high-value product, but in 2023, Hundredweight Ice raked in $30 million selling artisanal ice cubes at $10 each.

It sounds wild until you realize they’ve positioned themselves not as a commodity but as a premium brand, targeting exclusive venues like Michelin-star restaurants. But what’s most impressive is not the ice itself—how they created a story and status around it made people want to pay a premium.

In this article, we’ll explain how Hundredweight Ice achieved this, not by luck but by following strategies that anyone can adopt.

We call it the APK Method: Anchor, Propel, and Kure. These three steps that form part of a proprietary GTM Methodology we came up with can transform even the most ordinary product into something people feel is worth paying extra for.

Let’s dig into how this method works, and why it could be the answer to taking your brand to the next level.

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The Unexpected Demand for High-End Ice

Ice is ice, right?

Not when it comes to Hundredweight Ice. They’re selling hand-cut, crystal-clear cubes that add elegance to every drink they touch. This isn’t just ice, it’s an experience.

That clarity and precision speak to people who value detail and quality—the kinds of restaurants and bars that want every part of their service to feel special.

And that’s where we can start learning from them.

It’s not about selling ice, it’s about creating something people want to associate with quality and exclusivity.

Hundredweight Ice didn’t just set out to sell ice, they set out to reshape how we think about it, to create an aura around it that would resonate with high-end establishments.

So how do you take something as simple as ice (or whatever your product may be) and make it feel valuable?

Let’s dive into the APK Method.

The APK Method: Turning Ordinary Products into Premium Brands

1. Anchor: Build a Foundation that Sets You Apart

The first step in the APK Method is to Anchor your brand in a way that makes it memorable and different from everything else in the market.

Hundredweight Ice didn’t say, “We make ice.” They said, “We make ice that elevates the entire drinking experience.”

Their target wasn’t every restaurant, it was upscale bars and Michelin-starred restaurants that care about every detail of the presentation.

Think about what makes your product different.

Who benefits most from it, and why?

Your brand’s foundation should clearly define who you are, who you’re for, and why you’re different. If you’re selling artisan coffee, it’s not just about taste, it’s about quality, process, or the experience it gives coffee lovers who savor each sip.

For example, a company selling organic skincare might position itself as the choice for people who value pure, ethical, and eco-friendly ingredients. They’re then not just another skincare line, they’re the brand for those committed to holistic wellness.

2. Propel: Craft a Compelling Story that Attracts and Engages

Once you’ve anchored your brand with a solid foundation, it’s time to Propel it by sharing your story in a way that resonates with your ideal customers.

Propel is about giving people a reason to care about your product and then staying on their radar.

Hundredweight Ice didn’t just sell clear ice cubes; they told a story about craftsmanship, purity, and enhancing the cocktail experience.

So how do you propel your brand?

Start by defining the narrative that would appeal to your audience. Then, focus on delivering this story consistently, whether it’s through social media, ads, content, or direct conversations with your clients.

This doesn’t mean bombarding them with ads; it means crafting messages that speak to what they value.

If for example, you’re a luxury luggage brand, your story might revolve around the idea that travel should be as elegant as the destination. You’re not just selling luggage—you’re helping people travel with confidence and style.

Highlight testimonials, share travel tips, or post about iconic destinations.

If in your case you run a premium software company that specializes in project management tools for large enterprises. Your story won't just be about how your software streamlines workflows or integrates seamlessly with other tools, it becomes about how it empowers teams to collaborate effortlessly, deliver projects on time, and drive company-wide productivity.

In your case, your narrative might highlight success stories of companies that have used your tool to complete major projects under budget or on an accelerated timeline.

You could share case studies of how your software has helped businesses in various industries innovate faster and stay ahead of the competition.

Propel is about getting people invested in more than just the product; it’s about connecting them to the lifestyle your brand represents.

3. Kure: Nurture Relationships for Long-Term Loyalty

Finally, the Kure stage is about building loyalty and keeping customers engaged over the long haul.

Hundredweight Ice didn’t just want clients to try their product once, they wanted to be the go-to for every upscale bar and restaurant.

They built a reputation, but more importantly, they built relationships.

They nurtured those who bought into their brand, ensuring that every customer interaction reinforced the value of their product.

Kure is essential because while the Anchor and Propel stages get people interested, it’s the nurturing phase that keeps them coming back.

Build follow-up strategies that keep clients engaged, help answer any objections, and build trust over time.

Premium brands are known for their customer service, their follow-up, and their commitment to long-term value, not just one-off sales.

For a software company, Kure might look like continuous support, regular updates, or customer webinars that help clients get more value out of the product. It’s about staying connected in a way that shows customers you’re invested in their experience.

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Why People Buy Premium Products

The success of brands like Hundredweight Ice comes down to understanding why people are willing to pay more for certain things.

Premium pricing often isn’t about functionality, it’s about how a product makes people feel.

The premium customer doesn’t just want the product—they want the story, the experience, and the assurance that they’re getting something special.

Hundredweight Ice made their product feel exclusive, almost as if purchasing it was a membership into an elite circle of connoisseurs.

This isn’t about necessity, it’s about the psychology of value.

When people perceive a product as being worth more, they’re willing to pay more.

And that’s what makes premium branding so effective. People like to align themselves with brands that represent something aspirational.

By creating a brand that feels exclusive, you’re setting the stage for people to want to be associated with it—and, importantly, to feel that it’s worth paying more for.

Positioning Is Everything

Hundredweight Ice’s success is a great example of why positioning matters more than the product itself. Ice is a commodity, but premium ice—ice that’s clear, hand-cut, and made to elevate high-end cocktails—becomes a product people are willing to spend on.

Positioning changes the narrative from “you need this” to “you want this.”

If your brand positioning can make your product feel like an experience, like something that stands out, you’re already miles ahead. Customers aren’t just buying ice; they’re buying into the idea that every part of a Michelin-starred experience, down to the ice cube, matters. That’s the difference between a commodity and a luxury.

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Practical Steps to Build a Premium Brand

If you’re ready to create a premium brand experience, here’s how to start applying the APK Method to your own business:

1. Anchor: Identify what makes your brand unique and align it with a specific audience that values that uniqueness. Focus on who benefits most from your product and why they should choose you over anyone else.
2. Propel: Share your brand’s story in a way that resonates. Use social proof, consistent messaging, and content that speaks to what your audience values.
3. Kure: Keep building the relationship. Offer outstanding customer support, build a community, and keep reinforcing the value of your brand over time. Don’t just aim for a one-time purchase, create reasons for customers to stay engaged and loyal. Show them that you’re committed to their experience and continuously add value, whether it’s through education, exclusive offers, or simply being responsive to their needs.

Lessons Learned from Hundredweight Ice

Let’s recap what makes Hundredweight Ice such a compelling example and why their approach works.

By positioning their product as essential for a high-end experience, they tapped into a market that cares about every detail. Their ice wasn’t about cooling drinks—it was about enhancing the entire cocktail presentation, elevating it from ordinary to extraordinary.

Hundredweight Ice teaches us that even the simplest products can be transformed by the right positioning.

They anchored their brand in exclusivity, propelled it through a captivating story, and nurtured relationships with their clients by aligning with their values and aspirations.

Taking the Leap: How to Apply the APK Method to Your Own Business

So, how can you start using the APK Method in your business today? Here are a few practical steps:

1. Define your Anchor: Reflect on what truly sets you apart. What core value does your product offer that others can’t? Think about the unique benefit your product brings to a specific customer segment, whether it’s efficiency, luxury, health benefits, or something else entirely. Make this differentiation the foundation of your brand.
2. Develop your Propel strategy: Once you have a clear brand anchor, tell a story that captures your audience’s attention. Use customer testimonials, before-and-after transformations, and any data that reinforces your product’s value. For example, if you’re in the skincare business, sharing case studies that demonstrate how your products have transformed customers’ skin can be compelling.
3. Execute Kure tactics: Building loyalty doesn’t end with the sale. Follow up with customers to ensure they’re satisfied, provide educational content on how to maximize their use of your product, and create exclusive offers that reward repeat business. Send personalized thank-you notes, or introduce referral programs that offer incentives to customers who bring in others.

The Power of Perception in Premium Branding

The difference between a commodity and a premium product often lies in how it’s perceived.

In a world where many products can be easily replicated, it’s the brand’s story, its association with quality, and its ability to convey status or exclusivity that set it apart.

When you follow the APK Method, you’re not just selling a product, you’re crafting an experience that resonates on an emotional level.

When you anchor your brand, you set a clear foundation. When you propel it, you tell a story that customers want to be part of.

And when you nurture that relationship, you create loyalty that can lead to long-term success. That’s what Hundredweight Ice did, and it’s what any business, regardless of industry, can accomplish with the right strategy.

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Wrapping Up

The success of brands like Hundredweight Ice isn’t a fluke, it’s a carefully crafted strategy.

By understanding what makes them different, creating a compelling story, and building relationships with customers, they managed to transform an everyday product into something people would pay top dollar for.

And that’s the power of the APK Method.

In this competitive market we exist in, you have to do more than just offer a product—you have to create a reason for customers to choose you, again and again.

By applying the APK Method, you can redefine how customers view your product, building a brand that’s not just chosen for its function but valued for its experience.

So, whether you’re selling ice, skincare, software, or anything else, remember that it’s not about what you sell—it’s about how you sell it.

Use the APK Method to turn your product into a premium brand, and watch as your customers become loyal advocates for life.

If you’re serious about transforming your brand and implementing the APK Method to stand out in your market, we’re now accepting applications for a limited number of clients.

This is a rare opportunity to work directly with our team, alongside me, to bring the power of strategic positioning, targeted messaging, and relationship-building to your business.

Only a total of 12 clients will be selected to work closely with us for 12 months, and 3 will work closely with me, ensuring an in-depth, tailored approach to help you redefine your brand and command premium pricing.

If you’re ready to take the next step and position your brand as a leader in your industry, apply now to secure your spot.

Let’s create a brand experience that not only attracts high-value clients but keeps them loyal for the long haul.

Apply today and make your brand the go-to choice in your market!

About The Author

Tanya Kabuya is an international speaker and skilled entrepreneur specializing in revenue growth and sustainable business scaling for tech-enabled companies. As the founder and CEO of a firm focused on revenue optimization, she helps businesses achieve profitable growth through effective strategies and high-performing teams.

She is also the Editor-in-Chief of Business Creed Magazine, a LinkedIn Influencer, and founder of the Afripulse MSMEs Network, A peer-to-peer community and an alternative investment club where entrepreneurs of African descent, their allies, and friends converge to ignite innovation and drive growth in the Micro, Small, and Medium Enterprises (MSMEs) as well as in the tech ecosystems in Africa and the diaspora.

Her work promotes economic development in Africa and her commitment to showcasing Africa's rich culture

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