The Indestructible Yeti Cooler

Yeti is shaking up the market for coolers with high-end, nearly indestructible models built for outdoor enthusiasts. It’s reinventing the utilitarian cooler as a status symbol. Named for the abominable snowman, the brand has shown explosive growth in recent years, remaining authentic in its messaging to groups like hunters and fishermen while branching into new markets.

Yeti launched the premium cooler category when debuting its first high-quality, hard-case model nine years ago. Its smaller models start at $250 and prices can climb into the thousands depending on the size and style. Best-seller coolers are small and medium hard-cased coolers that fit in the back of a truck or car.

The Austin-based brand, popular in the South and Southeast, is trying to grow in the Midwest and Pacific Northwest. It’s also expanding into lifestyle markets like the barbeque world. The premium coolers and accessories are the ultimate design, performance and durability, and are even grizzly proof — an actual certification by Interagency Grizzly Bear Committee, not just marketing jargon.

The coolers are designed to keep ice cold for long periods of time, sometimes days, depending on the temperature and preparation. Yeti’s product line is forever evolving to keep an edge over its competitors. It not only sells coolers, but also drinkware, buckets, soft-sided coolers, accessories and clothing.