You’ve seen the cans. They’re everywhere—gas stations, vending machines, that random bodega on the corner. For over thirty years, the giant 23-ounce checkered can has had one thing in common: a big, bold 99-cent price tag. It’s basically a miracle of modern economics. Most people assume the Arizona Tea CEO is some faceless corporate board making these decisions, but it’s actually a 74-year-old guy from Brooklyn named Don Vultaggio. He’s the guy who built the empire from the back of a beer truck and, honestly, he’s probably the only billionaire who still worries about whether you can afford a drink with your lunch.
In an era where a bag of chips costs five bucks and eggs are priced like luxury jewelry, Vultaggio is holding the line. He’s not doing it because he has to. He’s doing it because he wants to.
The Man Behind the 99-Cent Can
Don Vultaggio isn't your typical executive. He doesn't have an MBA from Harvard. He didn't start with a small loan of a million dollars. He started as a distributor in the 1970s, hauling beer and soda through the tough neighborhoods of Brooklyn. That "street-smart" upbringing is the DNA of the company.
Vultaggio co-founded Arizona Beverages in 1992 with his then-partner John Ferolito. They saw how well Snapple was doing and thought, "We can do that, but bigger and cheaper." They were right. But success brought friction. Eventually, the two founders ended up in a massive, decade-long legal battle that felt more like a soap opera than a business dispute. In 2015, Vultaggio finally bought out Ferolito for roughly $1 billion.
Now, the company is 100% family-owned.
This is a huge deal. Because there are no outside shareholders to answer to, the Arizona Tea CEO doesn't have to explain to Wall Street why he isn't squeezing customers for an extra quarter. If he wants to keep the price at 99 cents, he just does it.
Why the Price Hasn't Changed (Even in 2026)
The math doesn't seem to add up. Inflation has been brutal. Aluminum prices have spiked, especially with the 50% tariffs on Canadian imports that made headlines in mid-2025. Logistics costs are through the roof. Most CEOs would have raised the price to $1.29 or $1.49 years ago.
So how does Vultaggio pull it off?
It’s basically extreme efficiency. The company doesn't spend money on traditional advertising. No Super Bowl commercials. No giant billboards in Times Square. They let the cans do the talking. They also manufacture their own cans and use thinner aluminum to shave off every possible fraction of a cent.
"I can tighten my belt because the people I service and the customers of mine, they’re tightening their belt every day," Vultaggio told the TODAY show in late 2025.
That’s a level of empathy you just don't see in the C-suite very often.
The Aluminum Tariff Scare
In August 2025, there was a real moment of panic. The new administration’s 50% tariff on aluminum from Canada hit Arizona hard, since they source about 20% of their metal from there. For a few days, it looked like the 99-cent era might finally end. Vultaggio admitted he was "reluctantly considering" a hike.
But then, he doubled down.
Instead of raising the price on the tea, he decided to pivot. He actually lowered the price of the 20-ounce plastic bottles from $1.25 to $1.00. His logic? If one material gets too expensive, find a way to make another one cheaper so the customer still wins.
The Vultaggio Management Style
If you walk into the Arizona headquarters in Woodbury, New York, you might find the CEO wallpapering the walls himself. Seriously. He’s known for being incredibly hands-on. He doesn't like fancy titles or corporate bloat.
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His sons, Spencer and Wesley, are the next generation of leadership. Spencer serves as the Chief Marketing Officer and Wesley is the Chief Creative Officer. They’re the ones behind the "cool" factor—the merch, the collaborations with brands like Adidas, and the opening of "AriZonaLand" in late 2024.
This family-centric approach is what keeps the brand's identity so consistent. They aren't trying to pivot to "premium functional beverages" or whatever the latest trend is. They know exactly who they are: a value brand for regular people.
What Most People Get Wrong About Arizona Tea
A common misconception is that the 99-cent price is a law. It’s not. It’s a "suggested retail price."
If you go into a convenience store and see a can for $1.50, that’s the retailer’s choice, not the Arizona Tea CEO. Sometimes you’ll even see cans without the price printed on them; those are usually destined for stores that refuse to sell at the 99-cent mark.
Vultaggio hates it when stores price-gouge his customers, but there's only so much a manufacturer can do. His goal is to provide the product at a cost that allows the retailer to make a profit at 99 cents.
Real-World Impact and Future Outlook
Arizona is now a $4 billion brand. They sell about 2 billion cans a year. That’s a staggering amount of tea.
The strategy has turned the brand into a cultural icon. People don't just drink the tea; they wear the shirts. They get tattoos of the cherry blossom bottle. By refusing to raise the price, Vultaggio has built a level of brand loyalty that most companies would spend billions in advertising to achieve.
As we move through 2026, the challenges aren't going away. Raw material costs are still volatile. But the Arizona Tea CEO has made his stance clear: as long as he’s breathing, he’s going to try to keep that can under a dollar.
How you can spot the "Real" 99-cent deals:
- Look for the Pre-printed Price: Always check the top of the can. If "99¢" is printed directly on the aluminum, the store is supposed to sell it for that price.
- Check the Plastic Bottles: If the tallboy cans are marked up, look for the 20oz plastic bottles which Vultaggio recently dropped to $1.00.
- Support Independent Bodegas: Often, smaller shops honor the price more consistently than high-traffic travel hubs or airports.
If you’re a business owner or just a fan of the brand, there’s a massive lesson here. You don't always have to follow the herd. While every other beverage company is chasing "premium" margins, Don Vultaggio is proving that being the "working man's drink" is a billion-dollar strategy.
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To stay informed on the latest pricing shifts or to see if your local retailer is following the 99-cent rule, keep an eye on the official Arizona Beverage social media channels, where the Vultaggio family frequently addresses "price-gouging" reports from fans. You can also visit their official site to track new product launches that maintain the $1.00 threshold.