High Noon Spirits Company

What High Noon Spirits Company does

High Noon Spirits Company is a privately held US alcoholic beverage brand founded in 2019 and owned by E. & J. Gallo Winery, headquartered in Modesto, California. The company produces premium spirits-based ready-to-drink beverages differentiated from the malt-based hard seltzer category by using real 5x distilled vodka sourced from Midwest Corn, real tequila, and real fruit juice, with no added sugar, gluten-free certification, and approximately 100 calories per serving. The core product portfolio comprises High Noon Vodka Seltzer (14 flavors), High Noon Tequila Seltzer (6 flavors, launched March 2023), and High Noon Vodka Iced Tea (6 flavors, launched May 2024), packaged in single cans, 4-packs, 8-packs, and 12-packs, plus 16oz single-serve cans and limited-edition drops such as the golf-inspired Transfusion. The brand holds the #1 position in premium spirits-based hard seltzer and achieved #1 Tequila RTD SKU status with its tequila line.

The company distributes through grocery, liquor, and convenience retail channels across all 50 US states, supplemented by Instacart, DoorDash, and direct-to-consumer shipping where permitted. Its go-to-market is product-led, with brand awareness driven by event sponsorships (PGA of America, college football and basketball, water and ski activities), media partnerships (Barstool Sports, No Laying Up Podcast, Copper Mountain), and organic social presence on Instagram (@highnoonsunsips) and TikTok (@HighNoonHardSeltzer). Marketing channels are concentrated at the top of funnel, targeting active lifestyle consumers for use occasions including backyard BBQs, lakeside hangouts, college football tailgates, après-ski moments, and post-golf relaxation. The brand has won The Tasting Panel Magazine's Best Tasting Seltzer award in 2020 and 2021.

The business model is one-time sales of branded packaged beverages through retail and online delivery at retailer-determined prices, with revenue mechanics centered on physical unit velocity rather than subscription, licensing, or recurring software contracts. Distribution scale and the parent-company infrastructure of E. & J. Gallo Winery provide the operational backbone, and brand-led product innovation is the primary lever for category expansion. There is no public revenue disclosure, no AI/ML capability surfaced, no disclosed headcount, and no independent funding activity, consistent with a wholly-owned subsidiary operating within a large privately held conglomerate.

Name

High Noon Spirits Company

Legal name

High Noon Spirits Company

Website

https://highnoonspirits.com

Company type

Private

Founded year

2019

Operating status

Operating

Short description

High Noon Spirits Company produces premium spirits-based hard seltzers and ready-to-drink alcoholic beverages for E. & J. Gallo Winery. The brand sells vodka seltzers, tequila seltzers, and vodka iced tea across all 50 US states through retail and online delivery, targeting active lifestyle consumers.

Ownership category

akta.pro rank

Product category

Hard Seltzer Beverages

NAICS

Distilleries (312140)

SIC

Beverages (2080)

akta.pro primary industry

Ready-to-Drink (RTD) Alcoholic Beverage Production (Canned Cocktails, Hard Seltzer) (AFAFAAAE)

akta.pro secondary industry

Distilled Spirits Production & Distilling (AFAFAAAC)

Keywords

• Hard seltzer
• Spirits beverages
• Ready-to-drink cocktails
• Vodka seltzer
• Alcoholic beverages

Headquarters

HQ city

Modesto

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Beverage Product Sales: High Noon generates revenue through direct sales of its hard seltzer products (Vodka Seltzer, Tequila Seltzer, Vodka Iced Tea) in multiple formats (single cans, 4-packs, 8-packs, 12-packs) through retail distribution and online delivery platforms.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

High Noon Spirits Company produces and sells spirits-based hard seltzers and ready-to-drink alcoholic beverages made with 5x distilled vodka (or real tequila) and real fruit juice. The portfolio includes High Noon Vodka Seltzer (14 flavors), High Noon Tequila Seltzer (6 flavors), and High Noon Vodka Iced Tea (6 flavors), plus limited edition drops such as Transfusion.

Product overview

High Noon Spirits Company offers a portfolio of premium spirits-based alcoholic beverages positioned as alternatives to malt-based hard seltzers. The core product lines include High Noon Vodka Seltzer (14 flavors of vodka-based hard seltzer with real fruit juice), High Noon Tequila Seltzer (6 flavors of tequila-based hard seltzer), and High Noon Vodka Iced Tea (6 flavors of non-carbonated vodka iced tea). The company also releases limited edition flavors such as Transfusion. All products emphasize real spirits (not malt), real fruit juice, gluten-free formulations, and approximately 100 calories per serving. Products are sold in various pack sizes (4-pack, 8-pack, 12-pack) and the brand has expanded into 16oz individual cans.

Differentiator

Problem solved

Functional benefit

Products and services

• High Noon Vodka Seltzer Premium spirits-based hard seltzer crafted with real 5x distilled vodka from Midwest corn and real fruit juice. Available in 14 flavors including Grapefruit, Pineapple, Black Cherry, Watermelon, Peach, Lime, Mango, Passionfruit, Lemon, Kiwi, Tangerine, Pear, Cranberry, and Raspberry. Offered in 4-pack, 8-pack, and 12-pack formats as well as new 16oz individual cans. Gluten-free with no added sugar, approximately 100 calories per serving.
• High Noon Tequila Seltzer Premium spirits-based tequila hard seltzer crafted with real tequila and real fruit juice. Introduced in March 2023 and became the #1 Tequila RTD SKU. Available in 6 flavors: Lime, Grapefruit, Passionfruit, Strawberry, Blood Orange, and Prickly Pear. Offered in 8-pack and 12-pack formats.
• High Noon Vodka Iced Tea Non-carbonated vodka iced tea crafted with real vodka and real iced tea. No added sugar. Available in 6 flavors: Original, Peach, Lemon, Raspberry, Green Tea, and Half & Half. Offered in 4-pack and 8-pack Lake Variety formats.
• High Noon Transfusion Limited flavor drop featuring an irresistible grape taste crafted with real vodka, real juice, and hints of ginger and lime. Inspired by the classic drink enjoyed on the golf course. First-ever single flavor 6-pack from High Noon, available in limited quantities.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• PGA of AmericacoreGTM or Marketing PartnerPGA of America partnership as the official spirits-based hard seltzer sponsor for golf events and activities. Golf-inspired limited edition 'Transfusion' flavor launched with golf course positioning.
• Barstool SportscoreGTM or Marketing PartnerMedia partnership for brand visibility and content marketing targeting active lifestyle consumers through sports and entertainment content.
• No Laying Up PodcastminorGTM or Marketing PartnerGolf media podcast partnership for targeted reach to golf enthusiasts and lifestyle consumers.
• Copper MountainminorGTM or Marketing PartnerSki resort partnership for winter sports lifestyle marketing and brand presence at ski activities.
• InstacartcoreChannel Partner/ Reseller/ DistributorOnline delivery platform partnership enabling consumers to purchase High Noon products for home delivery through Instacart.
• DoorDashcoreChannel Partner/ Reseller/ DistributorAlcohol delivery partnership allowing consumers to order High Noon products through the DoorDash platform for expedited delivery.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Smirnoff Seltzer: Smirnoff Seltzer is one of the original spirits-based hard seltzers from Diageo, occupying the same spirits-based RTD positioning as High Noon and competing in overlapping retail and demographic occasions.
• Bon & Viv Spiked Seltzer: Bon & Viv was an early-entry premium spirits-based hard seltzer (Anheuser-Busch InBev-owned); it directly mirrors High Noon's positioning of real-spirits seltzer against malt-based incumbents.
• Truly Hard Seltzer: Truly is Boston Beer's flagship hard seltzer line and the second-largest mass-market hard seltzer brand in the US; directly competes with High Noon for share of throat and shelf in the same RTD occasion.
• White Claw Hard Seltzer: White Claw is the category-leading mass-market hard seltzer (Mark Anthony Brands), the principal competitor to High Noon's premium spirits-based hard seltzer and the benchmark for shelf share in US hard seltzer.
• Topo Chico Hard Seltzer: Topo Chico Hard Seltzer is a Coca-Cola-distributed spirits-based hard seltzer targeting the same premium, lifestyle-led occasions (golf, outdoor, social) that High Noon pursues.
• Press Hard Seltzer: Press is a premium, fruit-forward spiked seltzer positioned around natural ingredients and lifestyle branding — directly comparable to High Noon's premium RTD positioning and target occasions.
• Vizzy Hard Seltzer: Vizzy Hard Seltzer (Molson Coors) is a hard seltzer competing in the same US grocery/liquor channel set with overlapping flavors and occasion positioning (active, outdoor, better-for-you).
• Mike's Hard Lemonade: Mike's is a long-standing flavored malt-based RTD from Molson Coors competing in the same flavor-RTD occasion set (backyard, lifestyle) and overlapping retailer shelf space with High Noon.

Broad incumbents

• Boston Beer Company: Boston Beer is the publicly listed parent of Truly, Samuel Adams, Twisted Tea and others — a broad incumbent in flavored/RTD malt and seltzer with overlapping distribution and target occasions.
• Anheuser-Busch InBev (AB InBev): AB InBev is one of the world's largest brewers with a portfolio of hard seltzers (Bon & Viv, Bud Light Seltzer, Stella Artois Spritz) that competes head-to-head with High Noon at retail for share of seltzer occasion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/highnoonsunsips

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about High Noon Spirits Company