AriZona Iced Tea, known for its iconic 99-cent cans since 1992, has maintained its price point for over three decades. Don Vultaggio, the brand’s chairman and founder, attributes this consistency to efficient production and distribution methods. Vultaggio, whose net worth exceeds $6 billion, believes in the importance of offering affordable beverages to consumers, stating, ‘Why have people who are having a hard time paying their rent pay more for their drink?’
In an interview, Vultaggio highlighted AriZona’s unconventional approach to marketing, opting for word-of-mouth promotion over heavy advertising like industry giants Coke and Pepsi. Despite diversifying into merchandise and alcoholic drinks, the company remains committed to prioritizing the sale of its 99-cent cans.
While Vultaggio does not rule out the possibility of a price increase in the future, he is determined to maintain the current price for as long as feasible. He emphasized, ‘We’re going to fight as hard as we can for consumers, because consumers are my friend.’
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