High Noon Seltzer Reinterprets History as ‘Boston Vodka Iced Tea Party Ship’ Sets Sail on the East Coast

Little over a month after the launch of its Vodka Iced Tea range, High Noon is setting sail for Boston inside a massive booze-branded sailboat. The stunt playfully reinterprets the Boston Tea Party to the tune of canned cocktails, an innovation that early American revolutionaries certainly did not have access to (they reportedly favored hard cider, rum and ale as drinks of choice). Though High Noon's take on the concept can't exactly be called a rebellion, it serves as a tongue-in-cheek protest against the reigning popularity of malt-based hard tea brands. The old-timey ship will touch down in Boston on June 27 to distribute 342 cases of High Noon Vodka Iced Tea, the same number of chests tossed into the harbor back in 1773. A fluttering blue flag on the back of the boat reads, "Boston, you won't want to throw this tea overboard." Commemorating the occasion, the brand has opened sweepstakes on Instagram offering a trip to Boston. One winner and their guest will enjoy a voyage on the boat as it peruses the city's waterfront at the end of the month.

" Boston and tea go hand in hand, so when we decided to launch our new High Noon Vodka Iced Tea, there was only one city that made sense to set sail in," Britt West , Executive Vice President and General Manager at Gallo said in a news release . "The ship will be an unforgettable sight to see for Bostonians, and we're excited for a couple of fans to have the opportunity to travel to the east coast and trade up to the newest hard tea in town."

High Noon Vodka Iced Tea first hit the market in May, expanding the seltzer maker's portfolio with Original, Peach, Lemon and Raspberry flavors. Like all High Noon products, the quartet is made with real spirits and no added sugars. It's the latest in a trend. Brands like Jack Daniel's and Pabst Blue Ribbon are beginning to move in on the lucrative hard tea market, a category that has long existed in the shadow of industry-giant Twisted Tea. Unlike most of the competition, however, High Noon is made with vodka. Upping the ante beyond the typical malt-based selection, High Noon is hoping to sail its way into the hearts of consumers with a sharper product and plenty of attention-worthy ad campaigns. [botmc-promo]