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Caleb Naysmith

‘99¢ Still Matters’: AriZona’s Billionaire Founder Is Still Committing to $0.99 a Can Despite Absorbing Over $40 Million to Keep the Can Affordable

Arizona Don Vultaggio Today CocaCola

Almost exactly a year ago, the billionaire who has kept a can of iced tea at $0.99 for decades sat down with TODAY and was asked whether the price was finally going up.

"Right now, no. We have no plan to do it," AriZona founder Don Vultaggio said on Aug. 21, 2025. "We're trying to hold the line.”

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