High Noon is an American

alcoholic beverage Drinks containing alcohol (drug), alcohol are typically divided into three classes—beers, wines, and Distilled beverage, spirits—with alcohol content typically between 3% and 50%. Drinks with less than 0.5% are sometimes considered Non-al ...

brand specializing in

hard seltzer Hard seltzer, adult seltzer, mature seltzer, spiked seltzer and hard sparkling alcohol water is a type of highball drink containing seltzer (carbonated water), Alcohol (drug), alcohol, and often fruit flavorings. In the US the alcohol is usually ...

made with

vodka Vodka ( ; is a clear distilled beverage, distilled alcoholic beverage. Its varieties originated in Poland and Russia. Vodka is composed mainly of water and ethanol but sometimes with traces of impurities and flavourings. Traditionally, it is ...

and

fruit juice Juice is a drink made from the extraction or pressing of the natural liquid contained in fruit and vegetables. It can also refer to liquids that are flavored with concentrate or other biological food sources, such as meat or seafood, such ...

. Introduced in 2019 by American wine and spirits company

E & J Gallo Winery Gallo is an American wine producer and distributor headquartered in Modesto, California. Previously called E & J Gallo Winery, it was founded in 1933 by Ernest Gallo and Julio Gallo of the Gallo family, and is the largest exporter of Califor ...

, High Noon is the top-selling spirit brand by volume in the United States as of 2023.

History

initially conceptualized of High Noon as a new brand of 80-

proof Proof most often refers to: * Proof (truth), argument or sufficient evidence for the truth of a proposition * Alcohol proof, a measure of an alcoholic drink's strength Proof may also refer to: Mathematics and formal logic * Formal proof, a co ...

made with

corn Maize (; ''Zea mays''), also known as corn in North American English, is a tall stout Poaceae, grass that produces cereal grain. It was domesticated by indigenous peoples of Mexico, indigenous peoples in southern Mexico about 9,000 years ago ...

sourced from the

Midwestern United States The Midwestern United States (also referred to as the Midwest, the Heartland or the American Midwest) is one of the four census regions defined by the United States Census Bureau. It occupies the northern central part of the United States. It ...

, as an offshoot of the company's existing brand New Amsterdam. After a year of testing the High Noon vodka product, the company decided to package the vodka with fruit juice in the form of a 4.5% ABV

ready-to-drink Ready to drink (often known as RTD) packaged beverages are those sold in a prepared form, ready for consumption. Examples include iced tea (prepared using tea leaves and fruit juice) and alcopops (prepared by mixing alcoholic beverages with fru ...

canned

, differentiating itself from competing hard seltzer brands that use fermented

cane sugar Sucrose, a disaccharide, is a sugar composed of glucose and fructose subunits. It is produced naturally in plants and is the main constituent of white sugar. It has the molecular formula . For human consumption, sucrose is extracted and refined ...

malted barley Malt is any cereal grain that has been made to germinate by soaking in water and then stopped from germinating further by drying with hot air, a process known as " malting". Malted grain is used to make beer, whisky, malted milk, malt vinegar ...

instead of vodka. E & J Gallo launched High Noon hard seltzer in 2019, with original flavors including

grapefruit The grapefruit (''Citrus'' × ''paradisi'') is a subtropical citrus tree known for its relatively large, sour to semi-sweet, somewhat bitter fruit. The flesh of the fruit is segmented and varies in color from pale yellow to dark red. Grapefru ...

pineapple The pineapple (''Ananas comosus'') is a Tropical vegetation, tropical plant with an edible fruit; it is the most economically significant plant in the family Bromeliaceae. The pineapple is indigenous to South America, where it has been culti ...

black cherry ''Prunus serotina'', commonly called black cherry,World Economic Plants: A Standard Reference, Second Edition'. CRC Press; 19 April 2016. . p. 833–. wild black cherry, rum cherry, or mountain black cherry, is a deciduous tree or shrub in the r ...

, and

watermelon The watermelon (''Citrullus lanatus'') is a species of flowering plant in the family Cucurbitaceae, that has a large, edible fruit. It is a Glossary of botanical terms#scandent, scrambling and trailing vine-like plant, and is plant breeding ...

. In its first year on the market, High Noon sold 600,000 cases, far surpassing the company's predicted sales. By 2021, the available set of High Noon flavors expanded to include

lime Lime most commonly refers to: * Lime (fruit), a green citrus fruit * Lime (material), inorganic materials containing calcium, usually calcium oxide or calcium hydroxide * Lime (color), a color between yellow and green Lime may also refer to: Bo ...

peach The peach (''Prunus persica'') is a deciduous tree first domesticated and Agriculture, cultivated in China. It bears edible juicy fruits with various characteristics, most called peaches and the glossy-skinned, non-fuzzy varieties called necta ...

passionfruit ''Passiflora edulis'', commonly known as passion fruit, is a vine species of passion flower native to the region of southern Brazil through Paraguay to northern Argentina. It is cultivated commercially in tropical and subtropical areas for its ...

, and

mango A mango is an edible stone fruit produced by the tropical tree '' Mangifera indica''. It originated from the region between northwestern Myanmar, Bangladesh, and northeastern India. ''M. indica'' has been cultivated in South and Southeast As ...

. In 2022, High Noon launched the High Noon Pool Pack, including new flavors

guava Guava ( ), also known as the 'guava-pear', is a common tropical fruit cultivated in many tropical and subtropical regions. The common guava '' Psidium guajava'' (lemon guava, apple guava) is a small tree in the myrtle family (Myrtaceae), nativ ...

and

kiwi Kiwi most commonly refers to: * Kiwi (bird), a flightless bird native to New Zealand * Kiwi (nickname), an informal name for New Zealanders * Kiwifruit, an edible hairy fruit with many seeds * Kiwi dollar or New Zealand dollar, a unit of curren ...

. In March 2023, High Noon introduced a line of

tequila Tequila (; ) is a liquor, distilled beverage made from the blue agave plant, primarily in the area surrounding the city of Tequila, Jalisco, Tequila northwest of Guadalajara, Jalisco, Guadalajara, and in the Jaliscan Highlands (''Los Altos (Jal ...

-based seltzers, with flavors including lime, grapefruit, passionfruit, and

strawberry The garden strawberry (or simply strawberry; ''Fragaria × ananassa'') is a widely grown Hybrid (biology), hybrid plant cultivated worldwide for its fruit. The genus ''Fragaria'', the strawberries, is in the rose family, Rosaceae. The fruit ...

. Regarding the brand's expansion into tequila, E & J Gallo general manager of spirits Britt West said, "With the fast-growing rise of tequila, it seemed like a natural fit for High Noon considering we pioneered putting real spirits into seltzer, so tequila was a natural extension of that." In May 2024, the brand launched High Noon Vodka Iced Tea, a line of non-carbonated hard

iced tea Iced tea (or ice tea) is a form of cold tea. Though it is usually served in a glass with ice, it can refer to any tea that has been chilled or cooled. It may be sweetened with sugar or syrup, or remain unsweetened. Iced tea is also a popular pac ...

drinks in original, peach,

lemon The lemon (''Citrus'' × ''limon'') is a species of small evergreen tree in the ''Citrus'' genus of the flowering plant family Rutaceae. A true lemon is a hybrid of the citron and the bitter orange. Its origins are uncertain, but some ...

, and

raspberry The raspberry is the edible fruit of several plant species in the genus ''Rubus'' of the Rosaceae, rose family, most of which are in the subgenus ''Rubus#Modern classification, Idaeobatus''. The name also applies to these plants themselves. Ras ...

flavors. West said that "hard tea was one of consumers’ most frequent ready-to-drink category purchased in 2023, which created an opportunity for High Noon to provide a premium alternative in a way only the brand can with real vodka and real iced tea." In May 2025, High Noon came out with ''Lucky One Lemonade,'' a line of

-based canned

lemonade Lemonade is a sweetened lemon-flavored drink. There are many varieties of lemonade found throughout the world. In some parts of the world, lemonade refers to an un-carbonated, traditionally, homemade drink, using lemon juice, water, and a sw ...

. The non-carbonated vodka-lemonades come in four fruit flavors: Original, Peach, Blueberry, and Raspberry. Brandon Lieb, vice-president at Spirit of Gallo, said: “Hard lemonade is having a moment – and we saw an opportunity to bring something new to the table." High Noon partnered with ''Miss Peaches,'' the rescue pitbull owned by

Dave Portnoy David Scott Portnoy (born March 22, 1977) is an American businessman and social media personality. He is the founder and owner of sports and popular culture company Barstool Sports. Early life Portnoy was born and raised in Swampscott, Massa ...

, with Miss Peaches' image appearing on every can. The partnership seeks to support dog rescue organizations, and Miss Peaches has pledges to raise 1 Million Dollars for the cause. The brand has partnered with Lifeline Animal Project and

Best Friends Animal Society Best Friends Animal Society, (BFAS) is an American nonprofit 501(c)(3) animal welfare organization based in Kanab, Utah, with satellite offices in Atlanta, Georgia, Bentonville, Arkansas, Houston, Texas, Los Angeles, California, New York City, an ...

as part of their ‘Our Pack Gives Back’ initiative, running through September 1, 2025.

Marketing

High Noon has partnered with sports media company

Barstool Sports Barstool Sports is an American blog website and digital media company headquartered in New York City that publishes sports journalism and pop culture-related content. It is owned by Dave Portnoy, who founded the company in 2003 in Milton, Massa ...

since May 2020, being integrated across several of Barstool's sports programs and being personally endorsed by Barstool founder

. It was the flagship sponsor of Barstool trivia show ''The Dozen: Trivia Tournament Championships''.

Reception

High Noon has received praise for its fresh taste and use of natural ingredients. ''The Tasting Panel Magazine'' named High Noon the Best Tasting Seltzer in 2020 and 2021. In 2023, ''

Taste of Home ''Taste of Home'' is an American media brand centered on food. It is an example of user-generated content in magazines, publishing recipes submitted by home cooks. ''Taste of Home'' is owned by Trusted Media Brands, which also owns ''Reader's Di ...

'' named High Noon the best hard seltzer, noting its "great fruit flavor that quickly dissipated to a nice, clean seltzer finish." ''

Delish Hearst Corporation, Hearst Holdings Inc. and Hearst Communications Inc. comprise an American multinational mass media and business information conglomerate owned by the Hearst family and based in Hearst Tower in Midtown Manhattan in New York ...

'' wrote that "each High Noon actually tasted like the flavor listed on the label," while noting that "because of the real juice, the sugar content is a little higher than many other seltzers on the market." In a review for ''

USA Today ''USA Today'' (often stylized in all caps) is an American daily middle-market newspaper and news broadcasting company. Founded by Al Neuharth in 1980 and launched on September 14, 1982, the newspaper operates from Gannett's corporate headq ...

'', Christian D'Andrea wrote that "High Noon's tequila seltzers (mostly) live up to the brand's lofty reputation," calling the lime flavor a "great canned cocktail from a brand that leads the pack among the macro-brewers in its field." Jenn Carnevale of ''

The Daily Meal The Daily Meal is a food and drinks website. Launched in October 2010, it was the first site launched by Spanfeller Media Group, founded by former Forbes.com CEO Jim Spanfeller. In 2016, The Daily Meal, along with Spanfeller Media Group, was ac ...

'' called High Noon Vodka Iced Tea "a really great selection of hard iced teas, all featuring their own unique flavor profiles," especially praising the original flavor.

References

{{reflist Food and drink companies established in 2019 Alcopops American companies established in 2019 Food and drink companies of the United States

History

Marketing

Reception

See also

References