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Jan 31, 2024

High Noon Takes the Lead: America's Favorite Spirit Brand in 2023

According to new data, hard seltzer High Noon was the leading spirits brand by volume in the US last year.

High Noon Takes the Lead: America's Favorite Spirit Brand in 2023

In a remarkable triumph, High Noon, the vodka-based ready-to-drink (RTD) brand, became the best-selling spirits brand in the United States in 2022, surpassing Tito's Handmade Vodka, according to data from the Impact Database. Launched in 2019 by E&J Gallo, High Noon experienced a significant boost in sales, nearly doubling in 2022 and maintaining its top spot in 2023 with estimated case sales of 21.4 million, a remarkable 30.5% increase from the previous year.

High Noon's success lies in its ability to cater to diverse occasions, such as beach outings, poolside relaxation, boat trips, and barbecues, traditionally not associated with spirits. Packaged for on-the-go consumption, High Noon stands out by providing a convenient option for consumers who prefer a refreshing drink without the need for mixers and ice. A substantial 78% of High Noon's volume comes from consumers switching from beer, showcasing the brand's knack for meeting the changing preferences of consumers seeking a lifestyle-aligned, convenient, and enjoyable beverage option.

The brand's success extends beyond its vodka-based offerings, with High Noon Tequila Seltzer claiming the top spot in its category, according to IRI data. High Noon believes that consumers, regardless of categories like RTD, Flavored Malt Beverages (FMB), and Seltzer, focus on finding a low-alcohol, refreshing, and easy-drinking alcoholic beverage, emphasizing the brand's adaptability to consumer needs.

High Noon's rise mirrors a broader consumer trend, embracing beverages that seamlessly fit dynamic lifestyles. Thriving on innovation, it is unsurprising that High Noon has become the go-to spirit in the United States. 

Superior Beverage Group is excited about our continued partnership with E&J Gallo, supplying High Noon to our Northeast Ohio customers. Anticipating continued growth and upcoming innovations, we toast to a successful collaboration and exciting times ahead.