E. & J. Gallo’s High Noon Hard Seltzer announced the addition of two new flavors to their portfolio, lime and peach will hit shelves this month. As the brand prepares for summer, High Noon also announced an innovative media partnership with Barstool Sports, one of the largest and most prominent sports media companies in the U.S.
The media partnership comes at the perfect time as the summer season approaches, and as High Noon introduces two new flavors to consumers. Lime is currently the No. 3 top flavor in the Hard Seltzer category, and Peach is the leading vodka flavor but is missing from most of the category. The brand will also be offering a variety 8-pack in June, offering High Noon fans with a convenient and versatile 4-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.
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 CEO Erika Nardini. Portnoy added, “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.”
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 collaborate in an even bigger, more meaningful way. The two companies are taking the next step in order to leverage both brand’s resources and maximize the potential of High Noon.
