Instead of cranking up the value of its iced tea, the company has opted to snip out the extra expenses that might increase the price. Still, through the decades, Arizona iced tea has held the line. The price for basic necessities has shot up in the past year, however, with surging inflation rates marking up milk and gas to $4.02 and $4.11, respectively. At the time, a gallon of whole milk was $1.13, a gallon of gas was the exact same and a can of Arizona iced tea was 99 cents. Vultaggio co-founded Arizona Beverages USA 30 years ago - on May 5, 1992, to be exact. “Our point is what you want to do is have a customer come in and get a fair value on a can of tea or juice and then buy other things in your store to offset those costs.” Don Vultaggio (center) co-owns the company with his sons, Wesley (left) and Spencer (right). More, it might cause a customer to overlook the tall, brilliant cans oft found in the refrigerated sections of bodegas, corner stores and pharmacy chains in the future. After all, an increase in price for a retailer means a change in what a consumer might purchase from them altogether.
For Vultaggio, such changes have negative trickle-down effects he’s made a point to avoid. “To me, the worst day as a salesman is to go to a retailer and say, ‘Hey, by the way, I’m raising the price on that can today,” Vultaggio explained in his interview with TODAY. In a now-viral article published last week, the LA Times posed the question: " As inflation soars, how is AriZona iced tea still 99 cents?"
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