At just 99 cents, a 23-ounce can of AriZona Iced Tea has been one of the greatest convenience store bargains for more than 15 years and it will stay that way.

According to the company’s co-owner Spencer Vultaggio, “The cans are synonymous with 99 cents now,” so there’s no going back. But how do they manage to stay in business with such a deal? For one there’s no big advertising budget.

The packaging does the work by screaming out the price right on the front. The company also works to increase efficiency and through the price structure of their other products.