High Noon is owned by GALLO, a privately held wine and spirits company in Modesto, California. The brand operates under GALLO’s Spirit of Gallo subsidiary.
- High Noon sold 21.4 million cases in 2023, a 30% increase over 2022
- GALLO reports annual revenue of approximately $5.3 billion across all brands
- The Gallo family’s combined net worth is estimated at $12.4 billion, according to Forbes
- High Noon holds roughly 40% of the U.S. spirits-based hard seltzer category
- GALLO employs over 7,000 people and sells in 100+ countries
The High Noon Mission Statement and Brand Philosophy
High Noon’s formula: real spirits, real fruit juice, no added sugar. Every can has 100 calories or fewer and is gluten-free, targeting drinkers who want flavor without malt-based alternatives.
Who Owns High Noon
GALLO as Parent Company
GALLO owns High Noon outright. The company is private, has no public shareholders, and the Gallo family controls every strategic decision.
From E & J Gallo Winery to GALLO
In February 2024, E & J Gallo Winery rebranded to GALLO after acquiring over 30 brands from Constellation Brands, reflecting its expansion into spirits and cocktails.
High Noon’s Origin, Founders, and Early Years
The Gallo Brothers and Prohibition-Era Roots
Ernest and Julio Gallo founded E & J Gallo Winery in 1933, right after Prohibition ended, with less than $6,000 in borrowed capital.
Entering the Spirits Business
GALLO’s first spirit was E&J Brandy in the 1970s. New Amsterdam Vodka followed in the early 2000s. GALLO launched High Noon in 2019, and within four years it became the top-selling spirits brand by volume in the U.S.
How Did High Noon Get Its Name?
The name evokes simplicity — a drink for the brightest part of the day. GALLO chose something casual rather than corporate, with a sun motif reinforcing the midday association. Unlike spirits brands that lean on heritage, High Noon went mood-driven.
Largest Shareholders of High Noon
The Gallo Family
- Sole owners of GALLO and all subsidiaries including High Noon
- Over a dozen descendants hold ownership stakes
- Combined family net worth estimated at $12.4 billion
No External Shareholders
- Privately held since 1933, unlike Anheuser-Busch or other listed beverage firms
- Fifteen family members across three generations work in the business
High Noon Products and Services
High Noon Vodka Seltzer
- Made with real vodka and real fruit juice
- 14 flavors including Lime, Peach, Watermelon, Mango, and Pineapple
- 100 calories per can, no added sugar, gluten-free
High Noon Tequila Seltzer
- Launched March 2023 in 8-packs
- Lime, Grapefruit, Passionfruit, and Strawberry flavors
- Same no-added-sugar, gluten-free formula
High Noon Vodka Iced Tea
- Non-carbonated, made with real tea, gluten-free
Variety Packs & Seasonal Releases
- Snowbird Pack (Jan 2024): Peach, Lemon, Plum, Raspberry
- Beach Pack and Day Pack added in 2025
Who Is on the Board of Directors for High Noon
Executive Leadership
Joseph E. Gallo
Son of co-founder Ernest Gallo. Oversees all GALLO operations, including High Noon and Spirit of Gallo.
Spirits Division Management
Britt West
Previously EVP and GM of Spirit of Gallo. Credited as the primary architect behind High Noon’s market entry and growth.
Brandon Lieb
Manages marketing for High Noon’s product expansions, including tequila seltzer and iced tea lines.
Family Ownership & Governance
Julio Gallo
Managed wine production from the winery’s founding until his death in May 1993.
Ernest Gallo
Built the national distribution network GALLO still uses today. Died in March 2007 at age 97.
High Noon’s Competitive Position in the RTD Market
High Noon sold 21.4 million cases in 2023. Tito’s trailed at 12 million, Jack Daniel’s at 6.5 million. While malt-based brands like White Claw slowed after 2020, spirits-based seltzers kept growing.
GALLO’s vertically integrated model — owning glass plants, distribution, and marketing — gives High Noon a cost advantage, similar to how Budweiser’s parent controls production scale. In February 2026, GALLO acquired Four Roses Distillery for $775 million.
FAQs
Who owns High Noon?
GALLO, a private family company in Modesto, California, owns High Noon through its Spirit of Gallo subsidiary.
Is High Noon an American company?
Yes. High Noon was created by GALLO, founded in Modesto, California, in 1933.
What is the net worth of High Noon?
High Noon’s exact valuation is undisclosed since GALLO is private. In 2023, High Noon generated about $1.5 billion in retail sales.
When did High Noon come out?
High Noon launched in 2019. By 2023, it was the top spirits brand by volume in the U.S. with 21.4 million cases sold.
What is GALLO’s market cap in 2026?
GALLO is private with no public market cap, unlike publicly traded beverage companies. Annual revenue is about $5.3 billion.
