This isnâ€™t your momâ€™s old personal soft-sided cooler. Â This Made in USA cooler packs a serious punch. Â The Bison SoftPak is tough as nails and keeps ice for up to 24 hours in 120 degree heat. Â Wrapped in a heavy duty 1000 denier vinyl shell, itâ€™s stronger than any other soft-sided cooler, tear resistant up to 375 pounds and UV protected to ensure it doesnâ€™t fade. Â With nearly an inch of insulation, this beverage cooler keeps your drinks frosty cold. Â Use the exterior pocket for dry items and turn it into a dove hunting, deer hunting or fishing cooler thatâ€™s designed just for you.