High Noon hard seltzers are an easy fan favourite
Hard seltzers have become a hit with consumers looking for lighter libations – and High Noon is leading the way.
It’s always an exciting time in the world of spirits when a new category bursts onto the scene. One of the most recent success stories has been the explosion of hard seltzers. Global hard seltzer volumes rose by an enormous compound annual growth rate of 94% between 2017 and 2022, according to IWSR Drinks Market Analysis data.
While there may be myriad brands on the market now, an indisputable category leader is High Noon. First introduced in 2019, High Noon launched with a clear aim: to give fans a premium hard seltzer experience.
“From the beginning, we were able to establish High Noon as a leader by placing an emphasis on the quality of our liquid – our seltzers are made with real vodka or Tequila, real juice and no added sugar,” explains Britt West, chief commercial officer, Gallo. “Today, 63% of High Noon volume growth is from consumers switching and of that, 53% is coming from switching from beer and other hard seltzers [IRI data], proving that people are increasingly looking to trade up their drink choices.”
However, High Noon has never been a brand to rest on its laurels. Consumers move quickly and to keep fans satisfied, new product development has been important for the brand. At the start of 2025, High Noon added two new vodka seltzer variety packs to its permanent portfolio: The High Noon Beach Pack (comprising 12 cans), and The High Noon Day Pack (containing eight cans).
Furthermore, two new vodka-based iced teas came to market in May – just in time for warmer days. The Green Tea Vodka Iced Tea, and Half & Half Vodka Iced Tea form part of the Lake Pack variety selection. The Green Tea variant is said to be crisp and smooth with light, refreshing green tea and a touch of natural sweetness. Meanwhile, the new Half & Half balances black tea and fresh lemonade to deliver a slightly sharp finish.
Huge growth potential
“The landscape for growth is still enormous, just look at the tea category and the fuller strength canned cocktail segments,” notes West. “In addition, there are pockets of consumers that are still searching for propositions that resonate with them – we have found that with VMC and Hispanics. We are seeing incredible velocities and re-order rates.”
High Noon credits just over a fifth (22%) of its business to the on-trade – and sees the channel as a key opportunity for growth. Pre-made products offer convenience in several ways: speed of service and consistency are two notable benefits.
With products meeting many current trends, such as lower-alcohol content (4.5% ABV per can), low calories and affordable price points, it’s easy to see why High Noon is a beloved million-case-selling brand.
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