Many people enjoy Hard Seltzers as a refreshing alcoholic beverage option. But have you ever wondered who’s behind the incredibly popular High Noon brand?
High Noon has quickly risen to become a favorite among seltzer enthusiasts since its introduction in 2019. High Noon is owned by E. & J. Gallo Winery, a privately held, 90-plus-year-old wine company based in Modesto, California.
The success of High Noon has been remarkable, with the brand becoming the top-selling spirit brand by volume in the United States as of 2023. This impressive achievement comes just a few years after its launch, showing just how quickly consumers embraced this vodka-based seltzer option.
Gallo, with its decades of experience in the alcoholic beverage industry, has positioned High Noon perfectly in the competitive ready-to-drink market.
Recently, High Noon has been expanding its reach through strategic partnerships and new product lines. The company has collaborated with Barstool Sports to build a unique media partnership, helping to strengthen its brand presence among key demographics.
Additionally, the seltzer brand has begun expanding beyond its original offerings to include new flavors and product types.
Ownership of High Noon
High Noon, the popular vodka-based seltzer drink, is owned by E & J Gallo Winery. This California-based company has been in the wine and spirits business for over 90 years and is privately held.
Gallo launched High Noon in 2019, and it quickly became a massive success in the ready-to-drink beverage market. The brand contains real vodka mixed with sparkling water and fruit juice, setting it apart from many competitors.
By 2023, High Noon had become the top-selling spirit brand by volume in the United States. The impressive growth of this vodka seltzer has been remarkable for a relatively new product.
While many people associate High Noon with Dave Portnoy and Barstool Sports, Portnoy doesn’t actually own the brand. The connection comes from a strong marketing partnership between Barstool and High Noon.
In fact, High Noon’s explosive growth can be partially attributed to this partnership, with the brand selling over 550 million cans in 2023 alone.
The company behind High Noon, Gallo Winery, is based in Modesto, California. Their expertise in alcoholic beverages helped create a spirit-based seltzer that has captured a significant market share.
Product Line Overview
High Noon has developed a diverse lineup of ready-to-drink beverages that have captured significant market share since their 2019 introduction. The brand offers both vodka and hard seltzers in various fruit flavors, all packaged in convenient canned formats.
High Noon Hard Seltzer
High Noon Hard Seltzer represents the brand’s entry into the competitive seltzer market. These drinks blend carbonated water with alcohol derived from fermented cane sugar.
Each can contains 100 calories and features 4.5% alcohol by volume, making it a lighter option compared to the vodka line. The hard seltzers are typically sold in variety packs that include multiple flavors.
The brand’s hard seltzer line has performed well against competitors like White Claw and Truly, appealing to consumers seeking a refreshing alcoholic beverage with natural flavors.
High Noon Vodka Seltzer
The top-selling spirit brand by volume in the United States is known for its signature vodka seltzers. These premium drinks combine real fruit juice with vodka and sparkling water.
High Noon Vodka Seltzer contains no added sugar and features 4.5% alcohol by volume. The vodka seltzers come in slim 355ml cans, typically sold in 4-packs, 8-packs, or variety boxes.
What sets these apart from competitors is the use of real vodka rather than malt liquor or fermented sugar. This creates a cleaner taste profile that many consumers prefer.
Flavor Variants
High Noon offers an expanding range of fruit flavors across both product lines. The core flavors include:
- Peach: Sweet and juicy with authentic fruit notes
- Lime: Bright and zesty, reminiscent of fresh-squeezed limes
- Grapefruit: Tangy and slightly bitter, popular among citrus fans
- Pineapple: Tropical and sweet with balanced acidity
- Watermelon: Refreshing summer flavor introduced later in the lineup
In 2020, High Noon launched Lime and Peach flavors to expand their portfolio. The brand continuously introduces limited-edition and seasonal flavors to keep the product line fresh and engage consumers.
Health and Dietary Information
High Noon hard seltzers offer several benefits for health-conscious consumers. The brand emphasizes quality ingredients while maintaining a lighter profile than many alcoholic alternatives.
Gluten-Free Product
High Noon hard seltzers are gluten-free, making them suitable for people with celiac disease or gluten sensitivity. This is a significant advantage for those who need to avoid gluten in their diet but still want to enjoy alcoholic beverages.
The production process ensures that no gluten-containing ingredients are used. Unlike beer, which typically contains barley or wheat, High Noon uses vodka or blanco tequila as its base spirit.
This gluten-free certification makes High Noon an inclusive option at social gatherings where dietary restrictions might otherwise limit choices. Many consumers appreciate being able to enjoy a refreshing alcoholic beverage without worrying about gluten-related health issues.
No Added Sugar
One of High Noon’s standout features is that their seltzers contain no added sugar. This is particularly appealing for those watching their sugar intake or following low-sugar diets.
Instead of artificial sweeteners or added sugars, High Noon gets its flavor from real fruit juice. This creates a more natural taste profile while keeping the sugar content minimal.
The lack of added sugar doesn’t mean these drinks lack flavor. The combination of real spirits and real juice provides a refreshing taste without the excessive sweetness found in many other alcoholic beverages.
For diabetics or those monitoring blood sugar, this low-sugar alcoholic option can be a welcome alternative to sugary cocktails or sweet wines.
Low-Calorie Options
High Noon hard seltzers contain just 100 calories per can, making them an excellent choice for those watching their caloric intake. This low-calorie count is significantly less than most beers, wines, or mixed drinks.
Each can contains approximately 4.8 grams of carbohydrates, with no fat or protein. The alcohol content is 4.5% by volume (9 Proof), providing a moderate option for those seeking a lighter buzz.
The combination of low calories and real ingredients makes High Noon popular among fitness enthusiasts and those following calorie-conscious diets. Many people appreciate being able to enjoy an alcoholic beverage without derailing their nutrition goals.
These seltzers also avoid high fructose corn syrup, another benefit for those seeking cleaner ingredient labels in their beverage choices.
Ingredients and Nutrition
High Noon sets itself apart in the hard seltzer market with its unique ingredient profile. The brand focuses on using real ingredients that deliver authentic flavors while maintaining a relatively low calorie count.
Real Fruit Juice
High Noon hard seltzers are made with real fruit juice, not just flavoring. This commitment to authenticity helps them stand out from many competitors in the crowded seltzer market.
The beverages combine real vodka with real juice and sparkling water, creating a refreshing drink with genuine fruit taste. Each can contains only 100 calories with no added sugar, making it a lighter option for those watching their intake.
High Noon is also gluten-free, appealing to consumers with dietary restrictions. The brand offers what they call “sun soaked flavors” – a variety of fruit options that provide different taste experiences while maintaining the same nutritional profile.
The real juice component gives High Noon a more natural taste compared to seltzers that rely solely on artificial flavoring systems.
Natural Flavors
Beyond real juice, High Noon incorporates natural flavors to enhance their hard seltzers. These natural flavors work with the real juice to create what the brand calls sun soaked flavors.
The alcohol content in High Noon hard seltzers is 4.5% by volume (9 Proof), putting them at a standard level for the category. This moderate alcohol content comes from the real vodka base rather than the fermented malt or sugar bases used by some competitors.
Their product lineup includes various fruit flavors, all maintaining the same core formula of vodka, juice, sparkling water and natural flavors. This consistency helps maintain their nutritional claims across the product line.
The combination of real vodka and natural flavors creates what many consumers describe as a cleaner taste profile compared to malt-based seltzers.
Packaging and Availability
High Noon hard seltzers come in various packaging options designed for convenience and enjoyment. The brand offers different pack sizes and can be found at numerous retail locations across the United States.
8-Pack Offerings
High Noon’s 8-packs are among its most popular packaging options. These convenient multi-packs contain eight 355ml cans, making them perfect for small gatherings or personal enjoyment over time.
The 8-packs often feature variety assortments, allowing customers to sample different flavors like Watermelon, Black Cherry, Pineapple, and Grapefruit in a single purchase. Some 8-packs contain a single flavor for fans who know exactly what they prefer.
High Noon also offers seasonal 8-pack varieties that rotate throughout the year, featuring limited-time flavors alongside their standard options. These 8-packs typically come in bright, eye-catching cardboard carriers that showcase the brand’s sunshine-inspired aesthetic.
Retail Options
High Noon can be purchased at a wide range of retail locations. The popular hard seltzer is available at most major liquor stores, grocery chains, convenience stores, and big box retailers across the country.
Online options have expanded significantly. Many delivery services like Drizly, Instacart, and ReserveBar now offer High Noon products. Some retailers also provide subscription services for regular High Noon deliveries.
High Noon enjoys excellent distribution and shelf placement in most stores. The brand’s popularity has made it increasingly accessible even in smaller markets.
Many liquor stores feature special High Noon displays, particularly during summer months when hard seltzer sales typically peak. Pricing varies by location but generally ranges from $15-20 for an 8-pack.
Consumer Information
High Noon offers several key details that buyers should know before enjoying this popular hard seltzer. The brand has quickly become America’s top-selling spirit brand by volume since its introduction.
Alcohol By Volume
High Noon hard seltzers contain 4.5% alcohol by volume (ABV), making them a moderate-strength alcoholic beverage option. This ABV level is comparable to many beers but lower than most cocktails or spirits served neat.
The alcohol in High Noon comes from vodka rather than malt liquor, which is used in many competing seltzers. This vodka base contributes to the clean taste that many consumers appreciate about the brand.
Each can typically contains about 100 calories, which is relatively low compared to other alcoholic beverages. This makes High Noon a popular choice for those watching their calorie intake while still enjoying an alcoholic drink.
Serving Suggestions
High Noon is best served chilled or over ice for the most refreshing experience. The seltzers come in a variety of fruit flavors that can be enjoyed straight from the can or poured into a glass.
For an enhanced drinking experience, try adding:
- A fresh fruit garnish matching the seltzer flavor
- A splash of juice for extra sweetness
- A squeeze of fresh lime or lemon
High Noon pairs well with light appetizers and summer meals. The top-selling spirit brand works great for casual gatherings, beach days, and outdoor activities due to its convenient canned format.
Many fans enjoy creating simple cocktails using High Noon as a base. Try mixing with a splash of tequila or additional vodka for a stronger drink that maintains the fruity flavor profile.
Brand Image and Marketing
High Noon’s marketing strategy emphasizes quality, authenticity, and a refreshing drinking experience. The brand has positioned itself as a premium option that stands out in the crowded ready-to-drink cocktail market.
Use of Real Ingredients in Branding
High Noon strongly emphasizes the use of real vodka in their marketing materials, setting themselves apart from malt-based competitors. This authenticity message is central to their brand identity and appeal.
The brand frequently highlights that their seltzers contain real fruit juice, not artificial flavors. This focus on quality ingredients helps justify their premium positioning and higher price point.
In 2023, High Noon even launched an activation directly targeting competitors who use malt-based ingredients rather than real tequila in their seltzers. This campaign further reinforced their commitment to authentic ingredients and premium quality.
Target Market
High Noon primarily targets twenty-something consumers who are looking to trade up from hard seltzers to more premium ready-to-drink options. The brand has crafted an image that appeals to young adults seeking quality and authenticity.
A significant part of High Noon’s marketing success comes from their partnership with Barstool Sports. This collaboration helped the brand reach millions of young consumers through Barstool’s media channels.
The partnership with Dave Portnoy and Barstool Sports proved incredibly effective, helping High Noon sell over 550 million cans in 2023 alone. This shows how well the brand has connected with its target audience through strategic partnerships.
External Challenges
High Noon faces several significant obstacles in the marketplace despite its tremendous success. The brand must navigate both technical security issues and fierce competition from other alcoholic beverage categories.
Imperva and Malware Security
High Noon’s online presence has occasionally been affected by cybersecurity concerns. Some visitors to High Noon’s website have reported encountering security checks from Imperva, a web application security company that helps protect sites from malware and other threats.
These security measures, while protecting the brand’s digital assets, can sometimes create friction in the customer experience. Users may need to complete verification steps before accessing product information or making purchases.
For a brand that relies heavily on social media and digital marketing through partnerships like the one with Barstool Sports, maintaining strong cybersecurity without disrupting the customer journey remains a delicate balance.
Competition with Tequila-based Products
High Noon faces stiff competition from tequila-based ready-to-drink products. High Noon has become the best-selling spirit in the U.S., but tequila brands continue to grow in popularity, especially among younger consumers.
Tequila-based seltzers and canned cocktails often position themselves as more premium alternatives to vodka-based options. These products typically highlight their use of real tequila rather than malt liquor or other bases.
The owner of High Noon, E. & J. Gallo’s Spirit of Gallo division, has responded by diversifying its portfolio to include tequila brands like Komos. This strategy helps them compete in multiple segments of the ready-to-drink market.
High Noon must continue to innovate with new flavors and marketing approaches to maintain its market position against these tequila-based challengers.
