Who Owns High Noon? Behind the Drink’s Eminent Parent Company and Rapid Success
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.
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.
