Don Vultaggio, co-founder of AriZona Beverage Co.
From AriZona to Zola, It Was About Patience, Persistence, and the Basics By Max Rothman
34 BEVNET MAGAZINE JULY/AUGUST 2013
On stage, hunching forward, Don Vultaggio spoke with a soft Brooklyn voice and the candor of a proud success story. As he sat, the cuffs of his pants rested by his shins, well above his loafers, exposing his trademark style: no socks. It’s rare to see Vultaggio, the co-founder of AriZona Beverage Co., out in a public forum, as he was during his appearance on Tuesday during BevNET Live Summer ’13 in New York. But he appeared to be in a fine mood, letting his own style, which symbolizes an insightful, unique nature that has carried his company to sustained achievement, wash over the crowd. Vultaggio said he doesn’t mess around with computers; that’s for his sons, Wesley and Spencer. Instead, he’s created a beverage behemoth without forgetting his roots and morals. With that low, local accent, he regularly talks with
all kinds of employees — from fellow executives to sales representatives to truck drivers. “These things that I call basic and simple are forgotten by most executives,” Vultaggio said. As exhibited by Vultaggio’s wise simplicity, BevNET Live Summer ‘13 on Tuesday and Wednesday offered attendees not just a networking harbor of beverage industry brands, distributors and retailers, but also an educational experience; a reinforcement of strategies for the veterans and steps of guidance for the startups. Vultaggio has towed his distinct personality and consistent business model — flavor that meets demand — to the pantheon of the industry. He serves as an example of how beverage brands must first discover their identity before expecting any significant returns. After years of sculpting