AriZona Iced Tea Owner Doubles Down On Commitment To 99-Cent Price

AriZona made headlines recently after reports suggested that tariffs could threaten the brand’s 99-cent tradition. Owner Don Vultaggio has kept the popular 22-ounce cans at 99 cents for the past 33 years, often covering overhead costs himself. But he admitted that tariffs may be the final straw that ends it.

While he didn’t confirm whether or not he would increase the price, he did say that he’d planned to do what he could to keep it as is. Unsurprisingly, customers in the comments section called out the obvious, which is that AriZona Iced Tea hasn’t been 99 cents in years. However, that’s due to retailers hiking up the price. 

Now it appears that Vultaggio is doubling down on his commitment to the 99-cent tradition. In a new post on AriZona’s Instagram account, he shared screengrabs from an interview on the TODAY show with Savannah Sellers. \

Sellers: Are you raising the prices of your big cans above 99 cents?

Vultaggio: Right now, we have no plan to do it; we’re trying to hold the line.

Vultaggio goes on to say that the company is absorbing the 40 million costs that are a result of tariffs. And rather than increase the price, he plans to tighten his belt and increase sales. Time will decide whether Vultaggio can continue to absorb the staggering amount. Based on the comments section, he’s got the support of a loyal fanbase.