Who owns High Noon? Behind the drink’s eminent parent company and rapid success

By Sonam Peldon — ON May 14, 2022
High Noon

High Noon Spirits is known for its vodka-based hard seltzers that are made with real ingredients. Within only three years of its creation, High Noon has built a reputation for being one of the best spiked seltzers popular among reviewers and bloggers.

Despite being a relatively new brand, High Noon experienced speedy success in the hard seltzer market while competing against established brands such as White Claw, Truly, and Topo Chico. Nonetheless, the drink’s popularity is partly attributed to its influential marketing tactics and its distinguished parent company, E & J Gallo Winery.

Hard Noon Spirits is owned by E & J Gallo Winery, which is the largest family-owned winery in the United States.

E & J Gallo Winery launched High Noon Spirits Company on May 1, 2019, as its hard seltzer brand

On May 1, 2019, E & J Gallo Winery announced the launch of its hard seltzer brand, High Noon, in 32 states of the United States. The winery was founded in Modesto, California by brothers Ernest and Julio Gallo in 1933.

Ernest and Julio Gallo | Courtesy of Wine Spectator

It is the largest family-owned winery in the world that distributes spirits and wines in more than 110 countries. Moreover, some of its well-known wine brands include André and Carlo Rossi.

Britt West, the Vice President and General Manager of Marketing for E & J Gallo Winery, said in the press release for its launch:

“In creating High Noon, we decided to approach the concept of Hard Seltzers in an entirely different way. High Noon answers the increasing demand for beer alternatives driven by health and ingredient-conscious consumers looking for low-calorie, more session-able beverages.”

The spirit-based hard seltzer is made from real vodka and real juice, as opposed to other brands in the market which commonly use malt liquor and sugar.

“Unlike the malt-based and artificially flavored offerings that are currently dominating the Hard Seltzer category, High Noon is made with real vodka, real juice, has low calories, low ABV, low sugar, and is gluten-free,” added West.

High Noon partnered with Barstool Sports on May 4, 2020, to gain brand exposure

High Noon’s marketing partnership with Barstool Sports, a prominent sports media company, propelled the brand’s exposure to reach more than 66 million monthly unique users. It also became the number one selling hard seltzer in the United States in 2020.

The press release of May 4, 2020, stated that the “innovative media partnership” with Barstool Sports was perfectly timed with the introduction of High Noon’s new flavors.

“This media partnership is a natural fit for both brands – We both know REAL. High Noon is clearly differentiated by being the top-selling spirits-based Hard Seltzer made with Real Vodka and Real Juice, while Barstool Sports is the leader in genuine engaging content,” said West.

The partnership also resulted in the integration of High Noon across various flagship programs of Barstool Sports.

“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,” said Dave Portnoy, the President of Barstool Sports.

Joseph Gallo, the son of co-founder Ernest Gallo, presides over E & J Gallo Winery as the CEO and President

The parent company of High Noon Spirits is supervised by its Chief Executive Officer and President Joseph E. Gallo, who is the son of the late co-founder Ernest Gallo.

Joseph E. Gallo
Joseph Gallo, the Chief Executive Officer and President of E & J Gallo Winery | Photo by Debbie Noda/Modesto Bee/Tribune News Service

Joseph was recognized as a Top CEO by Glassdoor (one of the largest company review sites around the globe) in 2018 and 2019. Similarly, the company was considered one of the Best Places to Work in 2018 and was awarded the Glassdoor Employees’ Choice Award.

“Our employees continue to be our greatest asset. I am proud of our strong company culture and the commitment of our employees who make Gallo a great place to work. We are deeply appreciative that our employees and Glassdoor have recognized Gallo as a great employer,” said Joseph Gallo in the announcement.