![]() We do a good job organically fostering relationships with them. They inherently gravitate towards AriZona because of cool factor. ![]() Spencer: The owner of Haven Hotel is a close friend of mine, and we have a close relationship with influencers. You’ve had a partnership this summer with the Haven Hotel in Montauk, which has included things like a couple rooms decked out with Santa Fe-style decorations, and influencers have stayed there. Santa Fe doesn’t really look like AriZona iced tea or juice but still has some similarities.Ī cherry blossom bucket hat from AriZona. The packaging is very iconic and signifies the overall appeal of AriZona and the shelf appeal. ![]() A lot of our offshoots, you can see relevancy to existing AriZona products, the Southwestern point of view, except for the Cherry Blossoms on the green tea, of course. Spencer: For Santa Fe in particular, it’s a divergence from the traditional AriZona aesthetic, but it still has similarities in color palate and things like that. What look did you want it to have, and how does that relate to who you see as fans of the brand? Santa Fe has what feels like a very current generational aesthetic. We work together to get all the newer products out and marketed correctly, to get visibility and eyes on them. He oversees all of our social media and marketing, and I oversee creative and label design. Spencer is the chief marketing officer, and I’m the chief creative officer and we work in tandem to bring new products to market. We launched Santa Fe about a year ago, and an extension of that is our new hard seltzer that we launched in conjunction with Heineken. Now we’ve been delving into lower sugar, different kind of ingredients, cleaner labels, and seltzers - relevant drinks happening in our industry. Wesley: For a big part of our history we were strictly teas and juices and then we got into energy drinks. Santa Fé sparkling waters Courtesy AriZona In addition to all the new product launches, AriZona has a pretty health merch line, tapping into ‘90s and ‘00s nostalgia - AriZona has sold more than $1 million in green tea merch alone on it’s website, and has done collaborations with Adidas for green tea slides, Slunks for bathing suits, and has products on the way with chillwear brand StaycoolNYC and M Jewelers. During that time, brands like Gold Peak and Pure Leaf made inroads.īut, the Vultaggio family says the brand is in a much healthier financial place now, and, from a pop culture and social media perspective, it is certainly much more visible than it had been. But then for about a decade, Vultaggio was enmeshed in a battle with his co-founder John Ferolito over the company before settling in 2015. In 2002, AriZona signed a deal to become the official manufacturer of Arnold Palmer’s, the Kleenex of half-tea, half-lemonade drinks. ![]() A 2017 Forbes article details how Don Vultaggio, the co-founder of AriZona, built the brand and by the early 2000s was a bigger player in the tea market than Snapple. ![]()
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