A thermo insulated beverage container having a sensor and a counting device. The sensor senses the number of beverages that have been placed into the container and the counting device records the sensor signal as a count repetition and displays the count on a displayer which is a count of the total number of beverages that have been placed into the container from the beginning and a count of the total number of beverages that have been placed into the container from the time that the counter was reset.