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Fortune

Marco Quiroz-Gutierrez

Arizona Iced Tea founder explains why it still costs less than $1 a can, in a move straight out of Costco's playbook

Costco Don Vultaggio Arizona Fortune Today

(Credit: Audrey C. Tiernan—Newsday RM via Getty Images)

Arizona Iced Tea founder Don Vultaggio has kept the price of his famous tea at 99 cents for 40 years even as inflation has pushed the cost of everything up.

For him, that’s exactly the point.

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