Who Owns High Noon Spirits Company?
If you’ve ever cracked open a cold “Nooner” at a tailgate or on a golf course, you’ve participated in one of the biggest success stories in alcohol history. High Noon is 100% owned and operated by GALLO (formerly known as E. & J. Gallo Winery). The brand isn’t an independent startup; it is a flagship label under the Spirit of Gallo subsidiary, the dedicated spirits arm of the world’s largest family-owned winery.
Based in Modesto, California, the Gallo family has maintained private ownership of the brand since they launched it in 2019, turning it into a multi-billion-dollar powerhouse that currently outsells legendary names like Tito’s and Jack Daniel’s in volume.
The Parent Company: A Look Inside the GALLO Empire
While most people associate the name “Gallo” with wine, the company underwent a massive evolution in February 2024. Dropping “Winery” from its title to become simply GALLO, the organization signaled to the world that it was no longer just a wine specialist.
GALLO is a 90-plus-year-old titan founded by brothers Ernest and Julio Gallo in 1933. Today, they manage over 100 brands across the globe. To give you an idea of the scale, High Noon sits in a portfolio alongside:
- Spirits: New Amsterdam Vodka, Camarena Tequila, RumChata, and The Dalmore.
- Wines: Barefoot Wine, Apothic, and Louis M. Martini.
The “Spirit of Gallo” Division
Because High Noon became such a runaway success, GALLO created the Spirit of Gallo division to specifically manage their distilled spirits. This allows the company to compete directly with giants like Anheuser-Busch and Diageo.
In 2026, Spirit of Gallo is recognized as the fourth-largest spirits supplier in the U.S., a position fueled almost entirely by the “sunshine in a can” that is High Noon.
The Origin Story: From Corn Vodka to Canned Gold (2019–2026)
High Noon didn’t just join a trend; it corrected one. In 2019, the market was flooded with malt-based seltzers like White Claw and Truly. While these drinks were popular, there was a growing “flavor fatigue” among consumers who wanted something that tasted like an actual cocktail, not a fermented sugar brew.
GALLO saw a gap in the market for a “premium” alternative. They launched High Noon with a simple, transparent formula: Midwestern corn vodka, real fruit juice, and sparkling water. No added sugar, no malt, and only 100 calories.
This “clean label” approach resonated instantly. What started as 600,000 cases in its first year skyrocketed to over 21 million cases by 2023. By 2026, it is no longer just a “seltzer”—it’s a cultural staple of American leisure.
Beyond Seltzer: The High Noon Portfolio Evolution
One of the reasons High Noon has stayed at the top of the leaderboard is its refusal to stand still. While competitors were stuck in “seltzer land,” the brand expanded into new spirit categories to capture every type of drinker.
High Noon Tequila Seltzer (The 2023 Boom)
In March 2023, the brand made its biggest move yet by launching High Noon Tequila Seltzer. Recognizing the massive surge in tequila popularity, they swapped vodka for real Blanco Tequila and paired it with flavors like Lime, Grapefruit, Passionfruit, and Strawberry. This move allowed them to dominate the “Tequila Soda” space before most competitors even got their cans on the shelf.
High Noon Vodka Iced Tea (The 2024–2026 Game Changer)
In mid-2024, the brand disrupted the industry again with High Noon Vodka Iced Tea. Unlike the carbonated seltzers, these are non-carbonated, smooth, and made with real black tea.
By early 2026, the “Hard Tea” wars have intensified, but High Noon’s version—clocking in at just 90 calories and zero added sugar—remains the gold standard for those who want a “sun-kissed” tea without the heavy syrup found in legacy brands.
The Marketing Secret Sauce: Why High Noon Won
You can’t talk about who owns High Noon without mentioning the marketing engine that powered its viral growth. While GALLO provides the distribution muscle, the brand’s “cool factor” was built through strategic partnerships.
- The Barstool Sports & Dave Portnoy Partnership: Starting in 2020, High Noon became the “official drink” of Barstool Sports. Dave Portnoy’s personal endorsement turned High Noon into a lifestyle brand for sports fans across the country.
- The TravisMathew Connection: High Noon leaned heavily into the “golf lifestyle,” partnering with premium apparel brands like TravisMathew. This cemented the “Nooner” as the mandatory drink for the 19th hole.
High Noon vs. The World: Ranking the Competitors in 2026
The question of “who owns High Noon” is often asked by people comparing it to other giants in the space. Here is how the landscape looks today:
| Competitor | Ownership | Base Spirit | The 2026 Status |
| White Claw | Mark Anthony Brands | Malt (mostly) | The “Original,” now pivoting to vodka/tequila lines to catch up. |
| Surfside | Stateside Vodka | Vodka | The current #1 rival in the Hard Tea space; huge in the Northeast. |
| Cutwater | Anheuser-Busch | Various | High-ABV, traditional cocktails (Margaritas, Long Islands). |
| Sun Cruiser | Boston Beer Co. | Vodka | A direct challenger to High Noon’s Iced Tea dominance. |
The Gallo Family Dynasty: A Multi-Generational Legacy
Understanding who owns High Noon requires looking back at the most famous family in American alcohol. High Noon isn’t the product of a corporate boardroom at a global conglomerate like Diageo; it is the crowning achievement of a family that started with nothing.
In 1933, brothers Ernest and Julio Gallo founded the company with a $5,000 loan and a few books on winemaking from the Modesto public library. Today, the fourth generation of the Gallo family is at the helm.
- Joseph C. Gallo (CEO): The son of co-founder Ernest, Joseph leads the company with the same “paranoid” attention to detail that his father was known for.
- Stephanie Gallo (CMO): As a fourth-generation leader, Stephanie has been instrumental in the “Spirit of Gallo” pivot, ensuring that High Noon feels like a modern lifestyle brand rather than a traditional “winery product.”
This family-owned structure is High Noon’s secret weapon. Unlike public companies that answer to shareholders every quarter, GALLO can play the long game. They invested millions into High Noon before it ever turned a profit, a gamble that has clearly paid off as of 2026.
High Noon vs. The World: The 2026 Market Share
By the start of 2026, the spirits landscape has shifted dramatically. For years, Tito’s Handmade Vodka was the undisputed king of the bar. However, recent data from Impact Databank confirms that High Noon has officially overtaken Tito’s in total case volume in the U.S.
While Tito’s remains the top choice for a poured cocktail, High Noon owns the “usage occasions” where glass bottles can’t go: beaches, pools, boats, and stadiums.
Current Rivals to Watch:
- Surfside (Stateside Brands): Currently the biggest threat to High Noon’s new Iced Tea line. They’ve seen 200%+ growth in the Northeast.
- Sun Cruiser (Boston Beer Co): A direct vodka-tea competitor backed by the same distribution muscle as Sam Adams.
- White Claw Vodka + Soda: After years of sticking to malt, White Claw launched a spirit-based version to try and claw back (pun intended) the market share High Noon stole.
Conclusion
So, who really owns High Noon? Not a flashy startup or a faceless multinational—but a quiet, deeply strategic family empire that’s been playing the long game for nearly a century. Backed by GALLO and powered by the Spirit of Gallo division, High Noon is proof that legacy companies can still out-innovate the market when they truly understand changing consumer tastes.
What makes High Noon special isn’t just the vodka, the real fruit juice, or the low calories. It’s the timing, patience, and clarity behind every move—from skipping malt when others chased it, to expanding into tequila and hard tea before competitors even saw the shift coming. Add in smart cultural partnerships and unmatched distribution, and you get a brand that didn’t just ride a trend—it redefined the category.
Frequently Asked Questions (FAQ)
Is High Noon made with real vodka?
Yes. Unlike many “hard seltzers” that use fermented cane sugar (malt), High Noon is made with real Midwestern corn vodka. This is why it is legally classified as a “spirit” and often sold in liquor stores rather than grocery stores in certain states.
Who is the CEO of High Noon?
High Noon does not have its own independent CEO. It is a brand within the Spirit of Gallo portfolio, which is overseen by Joseph C. Gallo, the CEO of the parent company, GALLO.
Is High Noon a public company?
No. High Noon is part of GALLO, which is a privately held, family-owned company. It is not traded on any stock exchange.
How many calories are in a High Noon?
Standard High Noon Vodka Seltzers contain 100 calories, zero added sugar, and are gluten-free. The new High Noon Vodka Iced Tea line is even lighter, coming in at 90 calories per can.
Where is High Noon made?
The brand is based in Modesto, California, where GALLO’s main operations and state-of-the-art bottling facilities are located.