High Noon adds lime, peach flavors to hard seltzer line

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High Noon adds lime, peach flavors to hard seltzer line

By Gisselle Gaitan - 05/06/2020

High Noon Hard Seltzer’s got two new flavors that are sure to get taste buds buzzing.

The Modesto, Calif.-based company is adding peach and lime flavors to its hard seltzer offerings, and launching a new partnership with Barstool Sports in coordination with the new product rollout.

Lime currently sits at the No. 3 flavor in the hard seltzer category, while peach is the leading vodka flavor but missing from most of the category, the company said.

“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,” Britt West, VP and general manager for E. & J. Gallo Spirits, said. 

As part of its partnership with Barstool, High Noon will be integrated across a variety of the media platform’s flagship programs and personally supported by the president of Barstool Sports, Dave Portnoy and CEO Erika Nardini.

“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,” Portnoy said.

Seltzers crafted by High Noon contain real vodka and fruit juice, 100 calories, and do not contain any added sugar or gluten, the company said.

“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,” West said.

Shoppers can find High Noon Hard Seltzers in packs of four that retail for $9.99, packs of eight for $18.99, 12-packs for $27.99 and single cans for $2.50.