Abstract: An inflatable cup holder secures a variety of beverage container sizes and shapes. The cup holder includes a shell having an inner wall defining an internal bore, the inner wall having an aperture therein. An inflatable bladder adjacent to the aperture extends through the aperture and reduces the bore volume upon pressurization. An inflation device for pressurizing the bladder is located within the shell. A manual or air compressor inflation device operation are contemplated. A pressure release valve in full communication with the bladder prevents bladder inflation above a pre-selected threshold and also is activated to release a beverage container from the inventive cup holder.