Arizona Iced Tea, a company founded by Domenick “Don” Vultaggio in 1992, has been offering its iconic 23-ounce cans for just 99 cents for over 30 years. Despite rising grocery prices and the practice of “shrinkflation” among some brands, Vultaggio continues to defy the common practice of raising prices for consumers.
Vultaggio, who is both the chairman and CEO of Beverage Marketing USA, has maintained his commitment to affordability through innovations in production and distribution processes. He emphasizes that Arizona’s success comes from prioritizing quick production, efficient shipping methods, and the use of thinner cans to keep costs down.
In a recent interview with Today, Vultaggio expressed his commitment to maintaining the 99-cent price point as a way of giving back to loyal customers. He views consumers as friends and pledges to continue advocating for their interests while keeping profit margins at a minimum. While he doesn’t discount the possibility of raising prices someday, Vultaggio’s current priority is to fight for consumer affordability and satisfaction.
