My next door neighbor is the REAL trendsetter. He has his beer fridge on his bike. He says it is a REAL blessing on the long bike rides on hot days.
The guy looks like he is struggling a bit. I think he might be using the wrong tires for the task.
It holds a LOT of beer. I told him he is loading it up with too much weight. He agreed and threw out the ham sandwich in there... and drank some of the beer. He did a lot better after that.