“When High Noon made with vodka came out, we said here is our chance to fight the grocery stores and get some of that hard seltzer business,” Exit 9’s O’Callaghan says. High Noon received a particularly warm welcome in states like New York, where wine and spirits stores cannot sell malt-based beverage alcohol. It’s good quality and Gallo is second to none in entry to market.” “High Noon is successful because it was one of the first spirits-based hard seltzers to market before Covid. “The quality of High Noon is exponentially better than malt-based hard seltzers,” Dinsmore says. High Noon is the leading spirits-based hard seltzer at Wilbur’s and is neck and neck with less-expensive malt-based hard seltzers White Claw ($18.95 a 12-pack of 12-ounce cans) and Truly ($20 a 12-pack of 12-ounce cans). “I’m excited to see what the High Noon Tequila-based hard seltzer does because that is going to be a different consumer than the vodka-based consumer,” says Mat Dinsmore, owner of Wilbur’s Total Beverage in Fort Collins, Colorado. The High Noon extension is made with blanco Tequila and fruit juice and comes in four flavors: Lime, Grapefruit, Strawberry, and Passionfruit. “We got 10 cases of the High Noon Tequila Seltzer on March 1 to start with, and we sold out in seven hours,” O’Callaghan says. Spirit of Gallo is keeping the momentum behind its hard seltzer going with the March 1 launch of High Noon Tequila Seltzer (SRP $22 an eight-pack of 12-ounce cans). “High Noon is just absolutely kicking it and has an incredible volume,” says David Jackson, senior vice president of trade relations for the National Alcohol Beverage Control Association. Moreover, High Noon commands about a 40% share of the spirits-based hard seltzer category. In 2022, High Noon rocketed past Tito’s with 85% growth to 16.4 million cases to become the spirits volume leader. High Noon has a crisp, clean taste, and there is no question on the quality of the product.” “The consumer told the industry they are willing to pay for quality. “I was doubtful at first because of the price compared to malt-based hard seltzer,” says Mark O’Callaghan, owner of Exit 9 Wine & Liquor Warehouse in Clifton Park, New York. 1-selling spirits brand by volume in the United States, according to Impact Databank. Launched by Spirit of Gallo in May 2019, High Noon’s sales approached $1.25 billion last year, and it became the No. High Noon Sun Sips is leading spirits-based cocktails into new territory in a quickly evolving beverage alcohol industry. In just its third full year of business, High Noon raises the quality and stakes of the hard seltzer category.Įxit 9 Wine & Liquor Warehouse in Clifton Park, New York is planning to create a 4,000-to-5,000-case display ahead of Memorial Day this year (2021 display pictured). High Noon Eclipses $1 Billion In Sales In 2022

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