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Arizona Beverages has kept the cost of its signature 23-ounce can of iced tea at 99 cents for more than three decades. Now, the brand is reportedly considering a price increase due to the financial impact of the Trump administration‘s aluminum tariffs.

In an interview with The New York Times, Arizona founder and chairman Don Vultaggio said he hates the idea and “it would be a hell of a shame after 30-plus years.” However, “at some point the consumer is going to have to pay the price.”

Headquartered on Long Island, N.Y., the family-owned, 33-year-old company sells $6 billion worth of tea, juice, water, energy drinks and cocktails annually, according to Forbes. Its production footprint includes a 1.2 million-square-foot manufacturing and warehouse space that opened six years ago in Keasbey. The site is Arizona’s largest facility.

Last summer, Vultaggio made headlines for vowing to do his best to keep the cost of the 23-ounce can under $1. According to him, the company has been able to maintain the price due to several factors, such as production speed, shipping practices and “thinner” cans.

[I]t would be a hell of a shame after 30-plus years [but] at some point the consumer is going to have to pay the price.

Additionally, Vultaggio said Arizona relies more on word-of-mouth — instead of spending a hefty amount on advertising that it would later need to recoup through sales. The company also focuses on increasing the number of products sold at a low price point so it can avoid passing increases to consumers, he said.

If the big can price kept pace with inflation over the years, it would cost $1.99 today, The Times noted.

Cautiously optimistic

About 80% of the aluminum Arizona uses comes from recycled material produced in the U.S. The remainder is imported from Canada, which is now subject to a 50% import duty, the newspaper reported.

Trump has maintained that raising tariffs on international goods benefits the U.S. by boosting domestic manufacturing, addressing trade deficits and raising government revenues.

Arizona has yet to announce any price hikes.

Vultaggio said he’s cautiously optimistic about finding a solution, telling The Times, “What happens, happens. We can find our way through it.”

He went on to say he expects domestic aluminum manufacturers will raise prices in response to the tariffs and that hopes “the administration understands and deals with the fact that if you’re going to protect American manufacturers, you can’t allow them to gouge the marketplace because of that protection.”

A media representative for Arizona did not immediately respond to a request for more information.