High Noon Forays Into Hard Tea With Quartet of Vodka-Centric Flavors — But Can It Stand Out Amid Heavy Competition?

High Noon, the chart-topping pre-mixed cocktail brand best known for its Vodka + Soda line, is expanding into new territory with a quartet of hard teas. Just in time for the summer, the brand has unveiled a Vodka Iced Tea range in Original, Peach, Lemon and Raspberry flavors. Made with real iced tea and zero added sugar, the cans reinterpret High Noon's yellow sun logo with golden lettering and a shiny rim. The move comes a little over a year after High Noon ventured into the lucrative tequila seltzer business, the brand's first foray outside its established vodka soda brand.

"With this launch, we've taken a beloved classic and elevated it to new heights, delivering a beverage that embodies the spirit of summer in every sip," Britt West , Executive Vice President and General Manager at Gallo said in a news release .

On convenience store shelves, High Noon Iced Tea will go up against competition the likes of which it has never witnessed before. Unlike the hard seltzer and pre-mixed cocktail categories — which are still swirling with up-and-coming contenders — the hard tea industry is defined by a single giant. As of December, Twisted Tea controlled 90% of the American hard tea market. However, High Noon has a possible leg up. While the majority of hard tea brands are brewed with malt-based alcohol, High Noon has long prided itself on its vodka- and tequila-centric recipes. Pre-mixed cocktails made with real spirits are projected to overtake their malt-based counterparts in years to come, positioning High Noon well within a category that hasn't changed much since its inception. High Noon's established dominance also can't be overstated. Seven of Drizly’s top ten best-selling RTDs in 2023 were High Noon products, an impressive feat for a brand that launched only four years prior. Retailing at $19.99 for an 8-pack, High Noon Vodka Iced Tea is now available at retailers and online . [botmc-promo]