I've had my Icemule over a year now and having had used it many, many times I must say I'm disappointed in how fast the ice melts. Compared to previous coolers I've had, the Icemule melts so much quicker that it's hard to justify bringing it on longer trips, which is what I got it for. Several times I've had it on a hike and by the time we get to our destination our beers are floating in water. I've researched the proper way to insulated it, wrap it and keep it closed, but it still melts too fast. Reading some other reviews it seems I'm not alone in this concern. I hope in future models they can improve the insulation because I love the design, but it's purpose is to keep things cold not look cool.