Arizona Tea owner Pauline Teanahan reveals why iconic 99c price won’t change yet

In an interview, the owner of Arizona Tea company explained his decision to keep the popular beverage’s price at 99 cents, despite pressure to raise it.

It has been over three decades since Don Vultaggio, the owner of Arizona Tea, first introduced the iconic 99c cans in 1992.

Despite progressive inflation increases, the price has remained consistent since then, showing no signs of wavering. Vultaggio recently sat down with the Today Show for an interview, where he elaborated on the key factors that have enabled his business to thrive despite external obstacles.

“He began by saying, ‘People ask, “How do you do it?”‘”

“Our goal is to increase speed and efficiency in our shipping process, while also reducing the distance between our products and our customers. Our cans are now thinner, and as a result, we have achieved great success and are debt-free while owning everything. We believe in giving back and do our part by not charging those struggling to pay rent more for our drinks,”he explained to viewers.

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According to research compiled by Market Watch, if Arizona Tea had adjusted their prices to keep up with inflation since their initial release in 1992, the cost of their 22-ounce drinks would now be 124% higher, equivalent to $2.22.

When questioned about the potential of increasing prices in the future, he responded that while he was not completely against the idea, he would prefer to keep the price at 99c for as long as feasibly achievable.

During an interview with Today, he stated, “I cannot say never, but it is highly unlikely in the foreseeable future.”He further added, “We will continue to fiercely advocate for consumers as they are our allies.”

In 2024, Pepsi, a popular soda brand, made headlines as it was required to recall their ‘sugar free’ sodas from stores due to the revelation that they actually contained high amounts of sugar.