YETI’s New V-Series, the Airstream Trailer of High-End Coolers

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There’s no shortage in the market for high-end coolers. And with greater price tags come greater consumer expectations that manufacturers handle with larger claims. Some tout ice retention for days, or boast carrying load, while others flex marketing muscles in projecting how the cooler fits an active lifestyle. In the higher stakes game of premium coolers, YETI’s products sit right in the middle of these main performance characteristics, as the original creators of, call it, cooler covet.

And the now publicly traded, Austin, Texas-based giant in the super-cooler space has upped the price ante once again with its new YETI V-Series. This stainless steel, hard-sided cooler doubles down on aesthetics. The timeless, retro look channels the form-meets-function balance of other outdoor icons, somewhere in between a metal workhorse thermos and a…

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