High Noon drops first limited edition flavour
Gallo’s ready-to-drink (RTD) brand, High Noon, has created a limited edition Transfusion Vodka Seltzer, inspired by a classic golf-course serve.
Transfusion Vodka Seltzer is the brand’s first limited edition flavour. Like the Transfusion cocktail, which is often enjoyed at clubhouses and on the PGA Tour, the RTD blends flavours of grape, lime, and ginger in the brand’s signature Vodka Seltzer format, with an ABV of 4.5%.
To emulate the ‘drop’ model, a scarcity-driven strategy popularised by fashion and streetwear brands, High Noon Transfusion will be released in limited quantities by market.
Britt West, chief commercial officer at Gallo, said: “As the leading premium hard seltzer, High Noon has always led the category by showing up for the peak occasions of our fans’ lives. With our first-ever flavour drop, we’re driving real excitement and urgency at retail in an increasingly crowded RTD space.
“Transfusion underscores our focus on winning in high-affinity occasions like the golf course, where consumers are seeking genuine refreshment – and where our real vodka and real juice proposition delivers in a way others can’t.”
As golf becomes increasingly popular as a lifestyle choice, High Noon Transfusion reinvents a classic flavour rooted in tradition for contemporary, daytime occasions.
The brand is bringing Transfusion to life through a campaign called ‘It’s Fusion Time,’ which will have a strong presence at PGA Tour events.
The campaign includes a collaboration with Good Good Golf, set to launch later in May. It will also feature a line of branded driver covers, rope hats, and T-shirts.
High Noon Transfusion is available at select retailers across the US in single-flavour 355ml can six-packs, priced at US$14.99.
Last month, Gallo finalised its multi-million-dollar acquisition of Four Roses Bourbon from Japan’s Kirin Holdings.
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