These include pineapple, watermelon, grapefruit, black cherry and peach, which West says has become a top seller. Touting the company’s flavor team for its attention to detail, West says High Noon was quickly able to come up with fruits that would complement the beverage and appeal to consumer palates. Through summer 2021, the brand was up 316% from the previous year. That demand significantly outstripped capacity, and global supply-chain interruptions were so severe that the company air-freighted aluminum cans in from overseas in an effort to keep up. “If people think they are drinking vodka, give them vodka.”Īlthough 2019 was supposed to be a test for the brand, it took off, selling 600,000 cases. As the company conducted market research, it asked drinkers what they thought the primary alcohol was in the well-established fizzy beverages, and rather than malt, many thought it was vodka. As the vodka was being tested in select markets in 2018, the emergence and consumer popularity of hard seltzer was becoming evident.Īt first, West thought about creating a line extension from the popular New Amsterdam Vodka, but quickly realized, “we had this perfect little gem called High Noon Vodka that was being used for the wrong thing.”

Originally, the brand name was designed to be an 80-proof vodka, says Britt West, vice president and general manager of spirits for the company. Decorative Wine Racks & Modular SystemsĬareful attention to consumer trends and a keen understanding of what drinkers were looking for in alternative beverages has led to explosive growth for High Noon, the vodka-and-fruit-juice-based hard seltzer made by E.

High noon drink company