- & J. Gallo‘s High Noon Hard Seltzer added two new flavors to its portfolio, lime and peach. They will hit shelves this month. As the brand prepares for summer, High Noon also announced an innovative media partnership with Barstool Sports, one of the largest and most prominent sports media companies in the U.S.
Lime is currently the #3 top flavor in the Hard Seltzer category, and Peach is the leading vodka flavor but is missing from most of the category. The brand will also be offering a variety 8-pack in June, offering High Noon fans with a convenient and versatile 4-flavor assortment option.
“The consumer response to High Noon has been off the charts, and we continue to strengthen our portfolio to solidify our position within the category, capitalizing on key consumer trends and flavor gaps across key category flavors. While the summer season won’t be the same this year, we know consumers will love the new flavors,” said Britt West, VP/general manager for E. & J. Gallo Spirits.
As part of the media partnership, High Noon will be integrated across a variety of Barstool Sports’ flagship programs, and personally supported by Barstool Sports’Â President Dave Portnoy and CEO Erika Nardini. Portnoy added, “What initially caught my eye was the can, and when I tasted it, I knew I wanted to partner with High Noon. It’s so refreshing, and I love that it’s made with real vodka. I’m excited to get behind the brand and share High Noon with our fans.”