Domenick “Don” Vultaggio, the chairman of Beverage Marketing USA, which is the parent company of AriZona Iced Tea, can be seen in his Woodbury, New York office in a photograph taken on August 29, 2012, by Audrey C. Tiernan/Newsday RM/Getty Images. The iconic 23-ounce cans of AriZona Iced Tea continue to be sold for only 99 cents, even after 32 years in business.
Don Vultaggio, the founder of Arizona Iced Tea, explained to Today that he has no intention of increasing prices on consumers. This approach is quite unique considering the increase in grocery prices and some brands resorting to shrinking the amount of product in packages to increase profits. Vultaggio, along with his sons, founded the Arizona beverage company in 1992 after the success of Snapple. The brand quickly saw success with its signature big cans of iced tea, which are still priced at only 99 cents today.
Despite rising costs in the grocery industry and the practice of “shrinkflation” by some brands, AriZona has managed to maintain their famous 23-ounce cans at the same price for over three decades. In an interview with Today, Vultaggio shared that the company focuses on efficiency such as faster production, better shipping methods, and thinner cans to keep costs down.
When questioned by NBC’s Savannah Sellers about why he doesn’t increase prices to increase profits, Vultaggio explained that they are a successful, debt-free company that wants to prioritize consumers. He believes in offering affordable products and doesn’t want to burden consumers who are already struggling financially. While he didn’t completely rule out a future price increase, Vultaggio emphasized that for now, the company will continue to fight for consumers and keep their prices low.