High Noon Debuts Its First Tequila Hard Seltzer
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After Years at the Top, High Noon Is Debuting Its First Tequila Hard Seltzer

High Noon

A key figure in the booming RTD industry, High Noon is betting big on tequila with its newest release. (Photo: High Noon)

High Noon is finally moving beyond vodka with the release of High Noon Tequila Seltzers.

The best-selling brand has just debuted an 8-pack of tequila seltzers across the United States containing lime, grapefruit, passionfruit and strawberry flavors selling at a retail price of $21.99.

The move comes on the heels of an industry-wide shift toward ready-to-drink (RTD) beverages made with distilled spirits, a trend that High Noon arguably single-handedly popularized.

While hard seltzers like White Claw and Truly are made with malt liquor, High Noon has used vodka (and now tequila) since its inception in 2019. The move paid off.

High Noon was Drizly’s single best-selling RTD brand in 2021 by a huge margin; in fact, their products comprised seven of Drizly’s top ten best-selling RTDs that year.

Now, High Noon is positioned to do well within a changing market. A recently commissioned IWSR Drinks Markets Analysis forecasted that demand for RTDs will continue to grow until 2026, at which point they are projected to outpace the popularity of hard seltzers.

Other brands have been forced to play catch-up.

Truly recently announced a “brand refresh” that included the return of Truly Vodka Sodas and other cocktail-inspired flavors.

White Claw announced a similar series of moves in January, releasing a set of White Claw “Triple Wave Filtered” Vodkas and announcing a yet-unreleased line of White Claw Vodka Sodas.

High Noon

White Claw’s new vodka-centric offerings. (Photo: White Claw)

Nonetheless, High Noon will likely face tough competition in the rapidly expanding tequila RTD market.

Topo Chico, Fresca, Playboy, Boston Beer Company, Stone Brewing and even professional boxer Canelo Alvarez have all announced investments in their own RTD brands over the past year.

If you’re interested in checking out High Noon Tequila Seltzer, you can find the website here.

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Pedro Wolfe is the managing editor of Tequila Raiders. With several years of experience writing for the New York Daily News and the Foothills Business Daily under his belt, Pedro aims to combine quality reviews and recipes with incisive articles on the cutting edge of the tequila world. Pedro has traveled to the heartland of the spirits industry in Tequila, Mexico, and has conducted interviews with agave spirits veterans throughout Mexico, South Africa and California. Through this diverse approach, Tequila Raiders aims to celebrate not only tequila but the rich tapestry of agave spirits that spans mezcal, raicilla, bacanora, pulque and so much more.