AriZona's own sales team called 99-cent can a dumb idea. It now sells a billion of them.

One of Don Vultaggio's own sales managers told him that printing 99 cents on the can was the dumbest idea he had ever heard. AriZona sold fewer than 50 million big cans that year. This year, it expects to sell over a billion. Vultaggio, founder and chairman of Arizona Beverage Company, gives Ian Schwartzman the mechanics: how the printed price works, why the company carries no debt and spends nothing on advertising, and why the board is him and his two sons at lunch. Also: the aluminum supplier who colluded to squeeze him out, the bank that told him to stick to alcohol, and the plant private equity shut down that he reopened. Timestamps 00:00 The 99 cents, and why it is printed on the can 00:54 What AriZona spends on advertising 01:42 The grocery store, 1967, and the mentor he buried 02:23 No cell phone, no email, ever 03:35 A&P had 15,000 stores. Now it has none. 04:47 Why it is called AriZona 05:53 Know your cost, own everything, zero debt 07:51 Snapple, and the drive home that killed plan A 10:14 The Gatorade can that became the tall boy 11:26 Why the bank told him to stick to alcohol 12:29 May 5, 1992. Nine of ten stores sold out. 13:03 Why 99 cents got printed on the can 13:47 A supplier, a brewer, and a brand called Chaos 14:56 "That's the dumbest idea I've ever heard" 15:33 Can the price hold? 16:51 What inflation and tariffs are actually doing to it 17:48 The same playbook, now in hard liquor 18:12 Why he bought his partner out instead of selling 19:46 The board is him and his sons 20:17 The plant private equity shut down 22:01 What standing on principle has cost him 23:53 The card #AriZonaIcedTea #DonVultaggio #Entrepreneurship #FamilyBusiness #ConsumerGoods #Pricing #BuiltDifferent #IanSchwartzman #YahooFinance == AlphaSpace by Yahoo Finance: A Professional-Grade Investment Platform Built for Everyday Investors. 👉 https://finance.yahoo.com/about/promos/gold/alphaspace?ncid=100003571

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