https://techcrunch.com/2022/07/12/techcrunch-roundup-pricing-strategy-technical-due-diligence-pitch-deck-appendix-fever/

Inflation is at a 40-year high in the U.S., but a 23-ounce can of AriZona iced tea still costs 99 cents. Founder and CEO Don Vultaggio says he plans to keep the price where it’s been since he launched the company 30 years ago.

“Consumers don’t need another price increase from a guy like me,” the self-made billionaire told the Los Angeles Times.