History of Drink Coolers

What is a Koola?

The Koola, known variously as the "stubby holder" in Australia, the "koozie" in the USA, and gaining traction across Europe, is more than just a practical accessory—it's a cultural icon. Its mysterious history is rich with innovation, international appeal, and evolving designs. Here's the full story:

Australia: Birthplace of the Stubby Holder
Australia is widely regarded as the spiritual home of the stubby holder. The name "stubby" itself comes from the short, squat 375ml beer bottles popular in the region. The earliest printed mention of a "stubby holder" dates back to 1970 in an article in The Australian Women’s Weekly, referring to an accessory used by women in the navy to keep their drinks cool in the hot climate.

In the late 1970s, Colin Gibson reportedly used old drink cans as insulation to keep his beer cold while fishing, marking an early step in the stubby holder's evolution. Around the same time, Bob Howe, inspired by seeing someone use foam bits from a broken Esky (icebox), began producing rudimentary foam holders and selling them across Australia.

The game-changer came with Shane Walsh in the 1980s. Walsh pioneered the use of neoprene, a flexible and durable material used in wetsuits, to create the modern stubby holder. This new material allowed for versatility in size and shape, making it suitable for various beverage containers. The design quickly caught on, particularly among surfers, and became an essential part of Australian culture.

By the 1980s, stubby holders were everywhere—at barbecues, pubs, and sports games—and had transitioned from a practical tool to a marketing platform, emblazoned with company logos and event details. Today, the stubby holder is a symbol of Australia’s laid-back lifestyle and its love for a cold drink on a hot day.

USA: The Rise of the Koozie
In the United States, the drink holder's story began in the 1980s, when the Radio Cap Corporation (RCC) trademarked the term "Koozie." The first koozies were made from foam and catered primarily to aluminium cans, reflecting the American preference for canned beverages. However, the roots of the koozie stretch back further.

In 1933, Philip K. Toof developed a foam sleeve to keep drinks cold, and in 1981, Bonnie McGough patented an insulated sleeve made with goose down. These innovations laid the groundwork for the modern koozie. By 1987, Scott Henderson patented a collapsible foam beverage holder, which made the koozie portable and versatile.

Koozies quickly became a hit at events like tailgate parties, picnics, and company promotions. They were perfect for personalisation, featuring slogans, logos, and pop culture references. Over time, they adapted to fit slim cans, wine glasses, and bottles, ensuring their place in American beverage culture.

Europe: The New Frontier
Europe represents the latest frontier in the rise of the Koola. While their adoption has been slower than in Australia or the USA, Koolas are becoming a staple at festivals, weddings, and outdoor gatherings. Known by different names—such as “Blikjehouder” in the Netherlands, “Bierkühler” in Germany, and “Housse de bouteille” in France—they are valued for their practicality and customisable charm.

European Koolas often reflect the cultural richness of their regions. The growing trend of personalising Koolas for events like weddings and corporate gatherings has further boosted their popularity.

As Europeans embrace Koolas, they appreciate not only their ability to keep beverages cold but also their role in reducing waste and enhancing the social experience. Koolas have become a conversation starter, a way to prevent drink mix-ups, and a means of showcasing individual and community identity.