Early Life
Domenick "Don" Vultaggio was born in Flatbush, Brooklyn, New York City, in either 1951 or 1952. His early life was shaped by hard work, growing up in a working-class neighborhood. Vultaggio's father managed an A&P supermarket, which instilled a strong work ethic. Vultaggio attended high school but did not complete a college degree, viewing it as a waste of time. He began his career in the beverage industry in the 1970s, selling beer and soda from a van in Brooklyn's neighborhoods.
Rise to Success
In 1992, Vultaggio co-founded AriZona Beverage Company with John Ferolito. They started the company from a Brooklyn warehouse. AriZona's initial product was a ready-to-drink iced tea, capitalizing on the rising popularity of tea. Vultaggio's innovative approach included vibrant packaging and the now-iconic 99-cent price for their 23-ounce cans, which made it bigger, bolder, and a better bargain than competitors. Under Vultaggio's leadership, AriZona expanded its product line to include various iced tea flavors, fruit drinks, and energy drinks, solidifying its market position. In 2015, Vultaggio bought out Ferolito's share after a legal battle.
Key Business Strategies
Vultaggio built AriZona Beverages by focusing on value and quality, a strategy that has kept the brand relevant. This strategy includes a strong emphasis on maintaining the 99-cent price point for its core products, even amid rising production costs. Vultaggio's commitment to affordability and customer loyalty has been a driving force behind the company's success. The company owns its supply chain and prioritizes efficient operations, which is unusual in an era of outsourcing.
Philanthropy
Vultaggio is known for community involvement and philanthropy, focusing on education and health initiatives. In 2013, AriZona Beverages, along with Shaquille O'Neal, presented a $5,000 check to Basketball City for underprivileged kids to attend a basketball camp.
