AriZona Iced Tea has warned it may be forced to raise the price of its iconic 99-cent tallboy cans for the first time in nearly 30 years, blaming a 50 percent tariff on steel and aluminium imports imposed by President Donald Trump.
Co-founder Don Vultaggio told The New York Times that the company, which has held its signature price since 1997, may finally have to disappoint loyal customers. “At some point, the consumer is going to have to pay the price,” he said. “I hate even the thought of it. It would be a hell of a shame after 30-plus years.”
AriZona imports 20 percent of the aluminium used in its cans from Canada, with the remaining 80 percent coming from recycled US sources. Vultaggio warned that domestic manufacturers would likely hike their prices in response to the tariffs. “I hope the administration understands … that if you’re going to protect American manufacturers, you can’t allow them to gouge the marketplace because of that protection.”
The company sells about 2 billion cans annually, half of which are tallboys. Vultaggio had previously resisted raising prices, saying he wanted to help consumers struggling with rent. However, the new tariffs may force a change, though no official increase has been announced.
Democratic Representative Ritchie Torres criticised the tariffs, writing on X: “Since 1997, AriZona Iced Tea has proudly kept its iconic 99-cent price tag. For the first time in nearly three decades, Trump’s tariffs threaten to double that price to $1.99. Trump promised to lower prices. Instead, he’s driving them up.”
President Trump justified the tariff increase in June as necessary for national security, saying it would “provide greater support” to domestic industries. Industry groups, including the Aluminum Association, have warned the move could harm manufacturers.
