Gallo Extends High Noon With Tequila Seltzers

Spirit of Gallo’s vodka seltzer line High Noon Sun Sips is readying its first major expansion with the launch of High Noon Tequila Seltzer. Made with blanco Tequila and juice, the line extension will launch with the four flavors—Lime, Grapefruit, Passionfruit, and Strawberry—all at 4.5% abv. Rolling out beginning this month, High Noon Tequila will be available nationally by May and will be supported by a full marketing campaign launching later this month. It will be available in 8-packs of cans priced at $22.

High Noon has become a juggernaut within the past half decade, rising from less than a million cases in 2019 to become the largest spirits brand in the U.S. last year, according to Impact Databank. It catapulted past Tito’s to reach 16.4 million cases in 2022 on 85% growth year over year, with retail value approaching $1.25 billion. Within the fast-rising spirits-based RTD category in the U.S.—where it boasts a volume share of roughly 40%— its closest competitor is Jose Cuervo Margaritas at 2.8 million cases, followed by Anheuser-Busch’s Cutwater Spirits line, which jumped 36% to 2.6 million cases last year.

“Tequila continues to gain momentum and is one of the fastest growing spirits in the market, so it was a no-brainer to consider Tequila as an extension to our hard seltzer portfolio,” Spirit of Gallo vice president and general manager Britt West told SND. “Our target for High Noon Tequila is largely similar to that of our vodka-based offerings: adults in their mid-20s who are looking for better-tasting hard seltzer options as they sit poolside, on a boat, or tailgating at their alma mater. The key difference is that we are now able to target Tequila-first drinkers who haven’t had anything in the hard seltzer market that has appealed to them before. We are bringing new consumers not only to the brand but to the category.”—Danny Sullivan

Tagged : High Noon Sun Sips, Spirit of Gallo

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