"It comes down to incorporating new technology into our entire process," Vultaggio said. "We pack our cans at almost double the speed as we did in the late '90s, we've thinned out the cans using 40% less aluminum and using more recyclable materials. In terms of shipping costs, we move our trucks at night now to avoid traffic, we produce in more than 40 factories across the country so our trucks often don't have as far to go. It's really about working smarter."
So, as far as water -- or any other mass-produced drink -- goes, many manufacturers simply need to mark up what they are selling because of inefficient production practices, or because they are shelling out millions so Matthew McConaughey will say their agua tastes better than the first breath of summer morning, or is a flat circle, or whatever. To AriZona, that's money wasted.