The cup holder assembly adapted to retain an object includes a retainer formed of a flexible material. The retainer includes a first upper edge, a first bottom wall, and a first side wall. The first upper edge defines a first open end having a diameter larger than the diameter of the first bottom wall. The first side wall extends between the first bottom wall and the first upper edge to define a frustoconical shape. The first side wall deforms outwardly upon insertion of the object to provide frictional resistance to retain an upright orientation of the object.