"We've been 99 cents for more than 15 years now," Vultaggio said of the family-owned and -operated company. "It's a big part of our overall strategy, and our business model is such that we don't advertise for example, and we put those costs towards giving our consumer the value they want and expect."
Let me translate that from business-speak: Vultaggio and the team behind AriZona keep costs down by nixing things like expensive ad campaigns so they can deliver their product at a super-low price -- a price that hasn't been adjusted since the early aughts.
"We feel like it's more important to spend money on something that our customer really cares about, instead of buying billboards or putting our cans in the hands of some celebrity for a few minutes," he added.
They made their drinks 99 cents to make a splash, and it worked damn well. So they just decided to roll with it -- and it's become a big part of their marketing strategy, in itself.