AriZona 99-cent iced tea founder flags possible price increase due to Trump tariffs; internet disputes his cost freeze claims

Time of India

2 days ago

For more than two decades, AriZona's iconic 99-cent iced tea has remained a symbol of affordable refreshment, defying inflation, recessions, and even a global pandemic. However, recent trade policies under President Donald Trump—specifically the 50% tariff on aluminium imports—are threatening to end this long-standing tradition. These tariffs, part of Trump's broader push to protect American industry through import taxes, have caused production costs to soar for companies like AriZona that rely heavily on aluminium cans. Now, the brand's famously low price tag may finally be forced to rise, and those who were fond of the famous iced tea are reeling on social media, calling it the end of an era. However, some internet users have also disputed the claims of cost freeze, alleging the iced tea already costs above $1 in several states.
How Trump's aluminium tariffs have put pressure on AriZona's production costs
AriZona Iced Tea uses about 100 million pounds of aluminium annually, with around 20% imported from Canada. The steep 50% tariff on aluminium imports has dramatically increased the cost of materials needed for its signature cans. Founder Don Vultaggio has warned that unless there is a trade deal to ease these tariffs, the company may be forced to reconsider its pricing strategy, ending a 30-year tradition.
Founder's commitment to keeping the drink affordable despite rising costs
Don Vultaggio has long resisted raising the price of AriZona iced tea, even as inflation and input costs would justify doubling the price to nearly two dollars. His commitment is grounded in empathy for customers facing financial struggles, saying he doesn't want people who are already struggling to pay more for their favourite drink. This stance has earned him respect and headlines alike.
Cost-cutting measures taken to preserve the 99-cent price — and the weight of tough decisions
In an attempt to avoid raising prices, AriZona has already downsized the can slightly, from 23 ounces to 22 ounces. While subtle, this change was not easy for the founder, who understands the value customers place on both quality and quantity. Still, with aluminium prices spiking due to tariffs, this may only be a temporary fix.
Fans share their reactions as the 99-cent price may vanish
Social media was quickly flooded with reactions as news spread about a potential price hike. Many long-time fans took to Twitter and Instagram to express disappointment, sharing memories tied to the iconic 99-cent cans. Some joked about stocking up before the price goes up, while others lamented that the end of this affordable classic feels like a sign of shifting economic times.
One user wrote, "Even small price changes can hit harder when they touch a decades-long staple brand."
Even small price changes can hit harder when they touch a decades long staple brand.
"Held it down for as long as they could," a second user said.
Held it down for as long as they could 🙏🏾
"AriZona 99¢ cans going up? That's a cultural reset. @DavidNeomi873 probably saw this coming with inflation hitting everything. Pour one out for the last true bargain," a third individual said, while a fourth mentioned, "For Don, I will pay a little extra for AriZona. He has fought a good fight."
For Don, I will pay a little extra for AriZona. He has fought a good fight.
However, some users also highlighted that these AriZona cans haven't been 99¢ in several states for several years.
One person claimed, "They already did it; it's $1.29 in Chicago."
They already did it's a $1.29 in Chicago
"They haven't cost 99 cents since 2005," another claimed.
They haven't cost 99cent since 2005
"The f**k you mean??? Stores have been increasing the price since covid. I've paid anywhere from 1.25 to 2.00 lol," one individual chimed in.
The fuck you mean??? Stores have been increasing the price since covid. I've paid anywhere from 1.25 to 2.00 lol
"They haven't been a dollar in years," said one user.
They haven't been a dollar in years
Notably, during the Covid-19 pandemic, the founder vowed to keep the price unchanged 'for as long as we can.'
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