Thanks to a Pittsburgh engineer, your car roof may soon double as a booze fridge

You’re welcome, America.

Behold the Blitzen Roof Hootch.

Behold the Blitzen Roof Hootch.


Pittsburgh’s Deeplocal may be the coolest company you’ve never heard of — until now, of course.

The creative agency and design studio with a Strip District lab, a host of high-profile clients and a crop of designs so zany they’d make the Shark Tank cast melt in those tufted leather chairs of theirs has now produced this head-cocking contraption.

The Blitzen Roof Hootch is loaded.

The Blitzen Roof Hootch is loaded.


It’s called the Blitzen Roof Hootch, and as the name suggests it involves both hootch and a roof. In this case the roof belongs to your car and the hootch to you as well. Sidebar: There’s a great home version of this involving a box of wine and the icy fire escape outside my kitchen window.

The real Roof Hootch, meanwhile, was created by Deeplocal engineer Matthew Pegula in one of those “necessity = the mother of invention” moments.

Pegula had obtained a bottle of warm Prosecco from the liquor store and needed a way to cool it while driving home from work on a Friday night. It was cold out and so he had an idea to chill it as he drove by placing it outside the moving vehicle. (Pegula is obviously very bold.)

He eventually fine-tuned the idea, and the result looks like a bike rack for your growler. More importantly, it works!

That’s the good news.

Here’s the bad: For now, Blitzen Roof Hootch is just a prototype.

Pegula said you may see one or two running around the city but that they’re not available for public sale.

“We may ‘open source’ the design so that anyone can build them,” he added. No word on when that might happen.

In the meantime, you can get your Deeplocal fix with these Deeplocal-designed Netflix socks, which pause a show you’re watching when the socks detect that you’ve dozed off. (We’re sure they’d go great with a naturally chilled bottle of Chablis.)