High Noon Spirits Company
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.
- Company typePrivate
- Founded2019
- HeadquartersModesto, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
High Noon Spirits Company firmographics
Firmographics- 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
High Noon Spirits Company industry classification
Industry- 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
Where High Noon Spirits Company is headquartered
LocationHeadquarters
- HQ city
- Modesto
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
High Noon Spirits Company business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single can and multi-pack formats available at retail locations |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels10 records
High Noon Spirits Company product offering
Product offeringCore 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.
Companies that use High Noon Spirits Company
Customer profileSegments1 record
Ideal customer profiles1 record
High Noon Spirits Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
High Noon Spirits Company partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- PGA of AmericacorePGA 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 SportscoreMedia partnership for brand visibility and content marketing targeting active lifestyle consumers through sports and entertainment content.
- No Laying Up PodcastminorGolf media podcast partnership for targeted reach to golf enthusiasts and lifestyle consumers.
- Copper MountainminorSki resort partnership for winter sports lifestyle marketing and brand presence at ski activities.
- InstacartcoreOnline delivery platform partnership enabling consumers to purchase High Noon products for home delivery through Instacart.
- DoorDashcoreAlcohol 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
High Noon Spirits Company competitors and assessment
Company assessmentDirect 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
High Noon Spirits Company social profiles
Digital presenceHigh Noon Spirits Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
High Noon Spirits Company leadership team
Management profileNumber of profiles
Profiles1 record
High Noon Spirits Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
High Noon Spirits Company M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about High Noon Spirits Company
What does High Noon Spirits Company do?
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.
Is High Noon Spirits Company a public or private company?
High Noon Spirits Company is a private company. It is classified as corporate owned and is currently operating.
When was High Noon Spirits Company founded?
High Noon Spirits Company was founded in 2019.
Where is High Noon Spirits Company based?
High Noon Spirits Company is headquartered in Modesto, United States, in the North America region.
How does High Noon Spirits Company make money?
One revenue line is on record: beverage Product Sales.
Who are High Noon Spirits Company's main competitors?
Direct peers on record are Smirnoff Seltzer, Bon & Viv Spiked Seltzer, Truly Hard Seltzer, White Claw Hard Seltzer, Topo Chico Hard Seltzer, Press Hard Seltzer, Vizzy Hard Seltzer and Mike's Hard Lemonade. Broad incumbents are Boston Beer Company and Anheuser-Busch InBev (AB InBev).
Does High Noon Spirits Company have an API?
No public API is recorded for High Noon Spirits Company.
What industry is High Noon Spirits Company in?
High Noon Spirits Company's product category is Hard Seltzer Beverages. Its primary akta.pro industry code is AFAFAAAE, Ready-to-Drink (RTD) Alcoholic Beverage Production (Canned Cocktails, Hard Seltzer), with a secondary code of AFAFAAAC, Distilled Spirits Production & Distilling. Its NAICS code is 312140 and its SIC code is 2080.