Who owns High Noon? Behind the drink’s eminent parent company and rapid success

who owns high noon

High Noon Spirits have made a name for itself in the world of hard seltzers by using real ingredients in its vodka-based beverages. In just three short years, High Noon has established a strong reputation as one of the tops spiked seltzer brands, earning praise from bloggers and reviewers alike.

Despite competing against well-established brands like White Claw, Truly, and Topo Chico, High Noon has quickly gained popularity in the hard seltzer market. This success can be attributed in part to the brand’s effective marketing strategies, as well as the fact that it is backed by the reputable parent company, E & J Gallo Winery.

E & J Gallo Winery launched High Noon Spirits Company on May 1, 2019, as its hard seltzer brand

In 2019, E & J Gallo Winery launched High Noon, its hard seltzer brand, in 32 states across the United States. Founded in 1933 by Ernest and Julio Gallo in Modesto, California, the winery is the world’s largest family-owned winery, distributing wines and spirits to over 110 countries. Some of its well-known wine brands include André and Carlo Rossi. Britt West, who serves as Vice President and General Manager of Marketing for E & J Gallo Winery, explained in a press release at the time of the launch that High Noon was designed to provide consumers with a healthier, lower-calorie, and more session-able alternative to beer.

who owns high noon

Rather than relying on malt liquor and sugar like many other brands in the market, High Noon is a spirit-based hard seltzer made from real vodka and real juice. West emphasized that unlike artificially flavored and malt-based offerings dominating the hard seltzer category, High Noon contains low calories, low ABV, low sugar, and is also gluten-free. The use of real ingredients and the focus on health and quality set High Noon apart from its escort competitors.

High Noon partnered with Barstool Sports on May 4, 2020, to gain brand exposure

High Noon’s marketing partnership with Barstool Sports, a leading sports media company, proved to be a game-changer for the brand. The partnership helped High Noon gain exposure to more than 66 million unique users every month and helped it become the top-selling hard seltzer brand in the United States in 2020. A press release from May 4, 2020, highlighted the “innovative media partnership” between High Noon and Barstool Sports, which coincided with the launch of High Noon’s new flavors.

According to Britt West, Vice President and General Manager of Marketing for E & J Gallo Winery, the partnership with Barstool Sports perfectly fit both brands. She noted that High Noon’s use of real vodka and real juice distinguishes it from other hard seltzers, and Barstool Sports is renowned for its genuine, engaging content. As a result of the partnership, High Noon was integrated into various flagship programs of Barstool Sports.

Dave Portnoy, the President of Barstool Sports, was impressed by High Noon’s refreshing taste and the fact that it is made with real vodka. He expressed his excitement about partnering with High Noon and sharing the brand with Barstool Sports fans. The can design also caught Portnoy’s attention, ultimately leading to a successful partnership between the two brands.

Joseph Gallo, the son of co-founder Ernest Gallo, presides over E & J Gallo Winery as the CEO and President

Joseph E. Gallo serves as the Chief Executive Officer and President of the parent company of High Noon Spirits. He is the son of Ernest Gallo, one of the co-founders of the company. In 2018 and 2019, Glassdoor, one of the world’s largest company review sites, recognized Joseph Gallo as a Top CEO. In addition, Gallo was honored with the Glassdoor Employees’ Choice Award in 2018 and recognized as one of the Best Places to Work.

high noon

Joseph Gallo attributes the company’s success to its employees, who he considers to be the company’s greatest asset. He expressed pride in the strong company culture and the dedication of the employees who have contributed to making Gallo a great place to work. When announcing the award, Gallo expressed gratitude to both the employees and Glassdoor for recognizing Gallo as an excellent employer.

High Noon cracks open biggest marketing effort as canned cocktail competition heats up

The canned cocktail category is heating up as ready-to-drink spirits gain popularity during the summer months, while sales of hard seltzer decline. High Noon, which offers juice- and vodka-based drinks, is currently the dominant leader in the category with a 27% market share, according to Beer Marketers’ Insights, with Anheuser-Busch-owned Cutwater following closely behind at 14%. However, with many new competitors expected to enter the category, High Noon has invested heavily in the brand, which is currently the fastest-growing in the spirits category. When compared to malt- or sugar-based hard seltzers, High Noon is in a close race with Topo Chico for fourth place, trailing behind White Claw, Truly, and Bud Light Seltzer.

At the heart of the brand’s marketing is the “Sun’s Up” message, which bestows an optimistic blessing upon customers in each advertisement. With a Sam Elliott-style narrator, a new 60-second spot debuting this summer declares, “May your day be sunny.” The brand’s advertising campaign includes a toast from the narrator, encouraging consumers to live optimistically and embrace life’s simple pleasures.

For example, the narrator hopes that consumers wake up early, have their friends respond to group texts, and enjoy the fruits of their labor. The campaign was developed by the agency Preacher and aims to promote the idea of living as if the sun is always shining, according to Brandon Lieb, the vice-president of spirit at Gallo. The goal is to create a brand mindset that resonates with the target audience and associates High Noon with friend-filled events, such as lakeside gatherings, hot tub parties, and golf outings, while positioning it as the perfect daytime drink. Additionally, the brand is not hesitant to convince consumers to switch from other brands like White Claw.

The canned cocktail category is seeing a surge in popularity as sales of hard seltzers decline, with High Noon leading the way with a 27% share. Cutwater, owned by Anheuser-Busch, is in second place with 14% of the market. High Noon has invested heavily in its brand to maintain its position as the fastest-growing in the spirits category, despite an increasing number of competitors. Its marketing strategy focuses on encouraging consumers to adopt a “Sun’s Up” mindset, and its latest ad spot urges customers to switch from malt-based hard beverages to High Noon’s real vodka and real juice-based cocktails.

The category is becoming increasingly crowded, with major spirits companies such as Anheuser-Busch and Truly launching their own vodka-based and tequila-based canned cocktails. Like with hard seltzers, the success of the canned cocktail market depends heavily on the range of available flavors.

Recognizing the importance of innovation and flavor variety in the canned cocktail market, High Noon is ramping up its efforts to stay ahead of the competition. Recently, the company launched its ‘Pool Pack,’ featuring new guava and kiwi flavors. Additionally, in response to the trend towards larger packaging formats, High Noon introduced a 700ml resealable can. The brand is also expanding beyond the beverage category with a new swimsuit collaboration with Tropical Bros. To support these efforts, High Noon is running TV ads on broadcast and streaming platforms, as well as using social media, out-of-home advertising, search, and public relations campaigns.

Unlike Most Competitors, It Uses Vodka for Its Base

Unlike many hard seltzers, which derive their alcohol content from brewed malt, fermented cane sugar, or unspecified distilled spirits, High Noon sets itself apart by using vodka that has been distilled five times to achieve an exceptionally smooth texture.

It’s Made By a Wine and Spirit Industry Giant

High Noon was introduced in May 2019 by E&J Gallo Winery, one of the largest family-owned wineries in the world that oversees the operations of popular consumer brands such as J Vineyards & Winery, Louis M. Martini, and Whitehaven. The launch of High Noon marked the winery’s foray into the spirits side of the business, which includes other notable brands such as New Amsterdam Vodka and Gin, Familia Camarena Tequila, and Whyte & Mackay Scotch whisky.

It Has a Sporty Side

High Noon has found success in its partnership with Barstool Sports, which has provided the brand with exposure to Barstool’s 66 million monthly unique viewers. In addition to regular media buys, the hard seltzer company has collaborated with the media giant on various initiatives. Most recently, High Noon presented The Dozen: Trivia Tournament Championships, a trivia tournament hosted by Barstool Sports.

The Real (Fruity) Deal

High Noon’s commitment to quality ingredients extends beyond its use of real vodka. Each of its flavors is made with real fruit, with a careful balance of juices used to ensure the perfect taste. High Noon avoids using added sugars in favor of natural fruit flavors.

Demand Prompted New Flavors

Since its launch, High Noon has expanded its core lineup from four to eight flavors, with all of them featuring real fruit. The initial flavors included black cherry, pineapple, watermelon, and grapefruit, which earned the fifth spot in VinePair’s ranking of the 30 Best Hard Seltzers of 2021. Along the way, the brand has introduced new flavors such as lime, peach, passion fruit, and mango.

Distribution Spread Quickly Across The States

Since its launch, High Noon has expanded its core lineup from four to eight flavors, with all of them featuring real fruit. The initial flavors included black cherry, pineapple, watermelon, and grapefruit, which earned the fifth spot in VinePair’s ranking of the 30 Best Hard Seltzers of 2021. Along the way, the brand has introduced new flavors such as lime, peach, passion fruit, and mango.

Fans Can Don High Noon Apparel

If you’re a fan of tropical prints and love to sport Hawaiian shirts, then you’ll be excited to know about the collaboration between High Noon and Tropical Bros. The clothing company specializes in summer shirts, hats, and swimwear, and the collaboration offers the perfect swim trunks to match your High Noon drink. Get ready to turn heads and draw envious looks as you relax with a can of High Noon and add the free sunglass straps that come with every order to complete the look.

Upgrade Virtual Happy Hour With High Noon Digital Backgrounds

High Noon understands that bookshelves have lost their charm in today’s virtual world. In an effort to help you stand out during virtual happy hours, Q2 ROI sales meetings, or online job interviews, High Noon offers six free digital backgrounds that you can use to create a unique and professional virtual setting.

FAQs About Who owns High Noon

Who owns High Noon?

High Noon is owned by E&J Gallo Winery, which is one of the largest family-owned wineries in the world.

When was High Noon launched?

High Noon was launched in May 2019.

What other brands are owned by E&J Gallo Winery?

E&J Gallo Winery also owns other brands such as New Amsterdam Vodka and Gin, Familia Camarena Tequila, and Whyte & Mackay Scotch whisky.

What is High Noon known for?

High Noon is known for its canned cocktails that use real vodka and real fruit for each of its flavors. It has become popular as an alternative to hard seltzers.

Does High Noon have any partnerships?

Yes, High Noon has partnered with Barstool Sports for brand exposure and also collaborated with Tropical Bros for a swimsuit collection. It also offers free digital backgrounds for virtual events.


In conclusion, High Noon is a popular hard seltzer brand owned by E&J Gallo Winery. The brand uses real vodka and real fruit in its products, which sets it apart from its competitors that often use malt or sugar-based alcohol. High Noon has been successful in capturing the attention of its target audience and convincing them to switch from other hard seltzer brands.

The company has expanded its product offerings and even collaborated with Barstool Sports and Tropical Bros to increase brand exposure. With the rise in popularity of canned cocktails, High Noon is continuing to innovate and expand its offerings to stay ahead of the competition.

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