And it’s even got a new swimsuit collaboration with Tropical Bros. It has rolled out its ‘Pool Pack,’ which has new guava and kiwi flavors.īuilding off of the popularity of bigger packaging, it has launched a 700ml resealable can. Aware of this fact, High Noon is firing up its innovation engine. Much like with hard seltzer, the canned cocktail segment is a flavors game. “Vodka-based, tequila-based, everyone is coming at it because it’s the fastest-growing segment in alcohol.” “All of the larger spirits companies are putting energy behind it ,” says Steinman. That’s why there is an incoming onslaught of competitors including Truly Vodka Seltzer and Anheuser-Busch’s Nütrl Vodka Seltzer. “High Noon continues to grow strong double digits after years of triple digits while hard seltzer is slowing down and declining.” The Gallo-owned beverage has succeeded in convincing its twenty-something target audience to trade up from hard seltzers, according to David Steinman, executive editor, Beer Marketers’ Insights.
In the spot ‘May any lake day be a great lake day,’ our narrator’s toast includes: “May you ditch malt-based hard beverages for one with real vodka and real juice.” The brand is also not shy about selling consumers on switching from White Claw and others. Think friend-fueled occasions at a lake, in a hot tub and at a golf course, all while highlighting High Noon as the perfect daytime drink.” “It is about developing a mindset or vibe for the brand that resonates with the audience. The strategy is to encourage our consumers “to live like the sun is always out,” says Brandon Lieb, vice-president of spirit at Gallo. and may the most stellar of days shine upon you.” Preacher is the agency behind the work. May watching all of those barbeque tutorials actually pay off. May everyone respond to your group text – even Derrick, who never has his phone with him. May you wake up before your alarm clock – all 12 of them. A sage Sam Elliott-style narrator decrees, in a new 60-second spot debuting this summer, “May your day be sunny. In each execution, an optimistic blessing of sorts is bestowed upon the customer. When clumped among hard seltzers (where drinks are malt- or sugar-based), High Noon is neck-and-neck with Topo Chico for fourth place behind White Claw, Truly and Bud Light Seltzer.Īt the core of its marketing is its ‘Sun’s Up’ message. The integrated effort spans TV, digital video, OOH, audio, social, shopper marketing and select flyovers in sunny locations-all reinforcing the brightness of the brand while expressing a tasteful sense of humour that High Noon drinkers will appreciate.That’s why High Noon has invested “more than ever before” in the brand, which is the fastest-growing in the spirits category. “We believe this campaign captures the energy and positivity of those living life in the sun while also solidifying High Noon as the leading premium Hard Seltzer.” There is something special about this brand that has really resonated with people,” said Brandon Lieb, VP of Marketing for E&J Gallo.
“The success of High Noon since its launch in 2019 has been absolutely incredible. The stills were created by Emiliano Granado, who’s worked with brands like Nike, Reebok, Adidas and Smirnoff.
The spots were directed by Rachel McDonald of Biscuit Filmworks, an award-winning talent who’s created notable campaigns for Facebook, Microsoft, IKEA, HP and the Grammys and got her start in features working for Clint Eastwood, Nancy Meyers and Frank Darabont. In them, a wise older man working behind the counter of a liquor store exhorts a group of younger people to seize the day, with playful directives such as “may watching all those barbecue tutorials actually pay off” and “may everyone respond to your group text.” The spots offer a well wish and reminder to live like the sun’s always out, regardless of setting or season. Made with real vodka and real fruit juice, High Noon has a clear product differentiator that informs the new campaign, which also has ties in with the brand's sun icon. Preacher and Gallo’s partnership kicked off in July 2020. Gallo’s High Noon, the leading premium hard seltzer brand, has selected Austin-based independent agency Preacher as its first agency of record and is now set to launch a new national brand campaign and platform, 'Sun’s Up', also High Noon’s new tagline.
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