Modesto, Calif.-based E. & J. Gallo's High Noon Hard Seltzer announced the addition of two new flavors to their portfolio: Lime and Peach. As the brand prepares for summer, High Noon also announced a media partnership with Barstool Sports, a next-generation sports media company.
Hitting shelves this month, High Noon Hard Seltzer Lime and Peach were selected because of lime’s popularity in the overall hard seltzer market and the dearth of peach offerings for the category, the company says. In June, the brand also will offer a variety eight-pack, featuring a four-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, vice president and general manager for E. & J. Gallo Spirits, in a statement.
High Noon crafts Hard Seltzer made with real vodka and fruit juice, and contain only 100 calories with no added sugar and gluten free. The High Noon flavors are available both individually, in four-, eight- and 12-packs, priced at $2.50 for single cans, $9.99 for four-packs, $18.99 for eight-packs and $27.99 for 12-packs.
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' President Dave Portnoy and Chief Executive Officer Erika Nardini.
"What initially caught my eye was the can, and when I tasted it, I knew I wanted to partner with High Noon,” Portnoy said. “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."
West added: "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."
High Noon and Barstool Sports began collaborating earlier this year under a traditional media buy that quickly gained momentum and inspired both companies to further their collaboration. The two companies are taking the next step in order to leverage both brand's resources and maximize the potential of High Noon, they say.