Introduction: The Rise of High Noon in the Hard Seltzer Market
In the past few years, the hard seltzer industry has transformed the landscape of ready-to-drink (RTD) alcoholic beverages. With consumers looking for lighter, low-calorie, and refreshing alternatives to traditional beer and cocktails, brands that offer transparency in ingredients and vibrant flavor profiles have taken center stage. One brand that has risen to prominence faster than nearly any other is High Noon.
Since its launch in 2017, High Noon has become a staple in bars, liquor stores, and supermarkets across the United States. Known for its clean label—boasting real fruit juice, gluten-free alcohol, and only 100 calories per can—High Noon delivers a smooth taste that appeals to a wide audience. But behind every successful brand is a complex network of production, distribution, and retail logistics.
The question many consumers, retailers, and industry watchers ask is: Who distributes High Noon? This comprehensive article explores the distribution partners behind High Noon, how the brand reaches consumers nationwide, and the strategic framework that fuels its expansion.
Understanding High Noon: A Brand Overview
Before diving into distribution, it’s important to understand who High Noon is and how it’s positioned in the market.
Origin and Ownership of High Noon
High Noon is produced by Mark Anthony Brands, Inc., the same company behind the wildly popular White Claw brand. Despite sharing the same parent company, High Noon and White Claw are marketed and distributed as distinct brands—each appealing to different segments of the RTD consumer base.
High Noon officially launched in 2017, a year after White Claw, and was built on the foundation of real fruit juice with a clean, crisp taste. While White Claw emphasizes its seltzer and minimalistic branding, High Noon leans into fruit-forward flavors like peach, black cherry, and mango, which give it a slightly sweeter, more robust profile.
Product Lineup and Key Features
High Noon’s product offerings include:
- Original Hard Seltzer (8 flavors, 100 calories, 4.5% ABV)
- High Noon Sun sips (lower alcohol option, 80 calories, 3.2% ABV)
- Seasonal and limited-edition flavors (e.g., Watermelon, Island Punch)
- Gift packs, mixed variety 12-packs, and convenience-store single cans
One of the brand’s key selling points is that it uses real fruit juice, making it stand out in a sea of fruit-flavored water with artificial ingredients. This, combined with robust national marketing and widespread availability, has contributed to its rapid growth.
Who Distributes High Noon? A National Network Explained
The Role of Mark Anthony Brands in Distribution Strategy
While Mark Anthony Brands produces High Noon, it does not directly distribute the product to retail shelves. Like most alcoholic beverage producers in the United States, High Noon operates under the country’s three-tier alcohol distribution system. This system mandates that producers (tier one) must sell to licensed distributors (tier two), who then sell to retailers (tier three), such as bars, liquor stores, and grocery chains.
Therefore, the distribution of High Noon relies on a network of independent distributors in each state.
Primary Distribution Partner: Southern Glazer’s Wine & Spirits
The largest and most influential distributor of High Noon is Southern Glazer’s Wine & Spirits, the biggest beer, wine, and spirits distributor in North America. Southern Glazer’s has the reach to service over 250,000 retail locations across the United States, Canada, and parts of the Caribbean.
Southern Glazer’s holds exclusive or primary distribution rights for High Noon in most major U.S. markets, including:
- California
- Texas
- Florida
- Illinois
- New York
- Arizona
- Washington
- Colorado
With headquarters in Miramar, Florida, and dozens of regional offices, Southern Glazer’s plays a pivotal role in ensuring the consistent availability of High Noon on shelves, coolers, and bar menus.
Other Key Distributors Supporting High Noon
While Southern Glazer’s handles the majority of High Noon distribution, other major distributors are involved in certain states where Southern Glazer’s does not have exclusive contracts or state authority.
1. Breakthru Beverage Group
Breakthru Beverage Group, the nation’s second-largest wholesale distributor, represents High Noon in several key markets. Known for its strong presence in the Midwest and Northeast, Breakthru provides distribution in:
- Ohio
- Michigan
- Pennsylvania
- Tennessee
This partnership allows Mark Anthony Brands to maintain nationwide coverage, especially in regions where Southern Glazer’s footprint is less dominant.
2. Republic National Distributing Company (RNDC)
RNDC is the third-largest beverage alcohol distributor in the U.S. and plays a significant role in the distribution of High Noon in various states, particularly in areas with fragmented distribution rights.
For example, in Georgia and parts of the Southern Plains, RNDC handles High Noon inventory and logistics for retailers and wholesalers.
3. Local and State-Specific Distributors
In some states, particularly those with unique regulatory frameworks or exclusive distributor laws, High Noon is represented by local, independent distributors. Examples include:
| State | Distributor | Notes |
|---|---|---|
| Oregon | Firefly Distributing | Focused on craft and emerging beverage brands |
| West Virginia | West Virginia Wine and Liquor Distribution Authority | Monopoly state (control state) |
| Utah | Utah Department of Alcoholic Beverage Services (UDABS) | All alcohol sales must go through state-run stores |
| Puerto Rico | Caribbean Distributors, Inc. | Island-wide coverage and retail outreach |
This decentralized model allows High Noon to remain flexible and compliant with state-specific alcohol regulations.
Distribution Channels: How High Noon Reaches the Consumer
While distributors supply the physical product, various distribution channels bridge the gap between warehouse and consumer.
Retail Distribution: Grocery, Convenience, and Big Box Stores
High Noon is available in virtually every major retail channel:
- Supermarkets (e.g., Kroger, Safeway, Publix)
- Convenience stores (e.g., 7-Eleven, Wawa, Sheetz)
- Mass merchandise retailers (e.g., Walmart, Target, Costco)
These outlets work directly with distributors such as Southern Glazer’s to maintain inventory. Retail partnerships are key—especially for seasonal promotions like Memorial Day, Labor Day, and summer holidays—when demand spikes.
Hospitality and On-Premise Sales
High Noon is increasingly present in the on-premise market—restaurants, bars, and nightclubs. Distributors often allocate special accounts or sales representatives for on-premise sales, ensuring bars receive kegs, bottles, and branded merchandise.
Popular venues include:
- Coastal beach bars
- Sports stadiums and arenas
- Urban cocktail lounges and rooftop bars
Many establishments pair High Noon with poolside settings or social events, highlighting its refreshing qualities and aesthetic packaging.
E-Commerce and Direct-to-Consumer (DTC) Initiatives
Although alcohol shipping is restricted by state laws, High Noon has made strides in digital availability:
- Online stores like Drizly, Minibar Delivery, and ReserveBar offer same-day delivery in select markets.
- Brand partners with delivery services to provide localized access.
- High Noon’s official website directs customers to nearby retail locations via a store locator.
This digital distribution extension complements traditional supply chains and reaches younger, tech-savvy consumers.
The Business Behind the Distribution: Why It Matters
How Distribution Impacts Brand Growth
Distribution isn’t just about logistics—it’s a strategic function of brand growth. An efficient and reliable distribution network ensures that consumer demand can be met without stockouts, lost shelf space, or brand dilution.
High Noon’s early and aggressive partnership with Southern Glazer’s gave it a competitive edge. In contrast to newer seltzer brands struggling with fragmented distribution, High Noon achieved:
Nationwide rollout in under 5 years
High visibility in national retail chains
Strong foothold in convenience and mass channels
These factors contributed to its status as one of the fastest-growing hard seltzers in the U.S.
Distribution Challenges in the Alcohol Industry
The three-tier system, while promoting regulation and tax collection, also poses challenges:
1. State-by-State Regulatory Differences
Some states, such as Pennsylvania and Utah, are control states, meaning the government owns and operates liquor retail. This limits brand promotion and distribution speed.
2. Distributor Exclusivity and Competition
In many markets, distributors may carry competing brands, leading to less marketing focus on High Noon. However, Mark Anthony Brands mitigates this by offering strong incentives and national marketing campaigns.
3. Cold Chain and Shelf Life Management
Hard seltzers are best served cold, and managing temperature during transport is critical. Distributors must ensure adequate refrigeration, especially in southern states with extreme heat.
Comparing High Noon’s Distribution to Competitors
To appreciate High Noon’s distribution success, it helps to compare it with other major players.
| Brand | Parent Company | Primary Distributor | Nationwide Coverage |
|---|---|---|---|
| High Noon | Mark Anthony Brands | Southern Glazer’s (primary), Breakthru, RNDC | Yes, near-total |
| White Claw | Mark Anthony Brands | Southern Glazer’s, Breakthru | Yes |
| Bon & Viv (Polar Seltzer) | Anheuser-Busch | Anheuser-Busch Wholesalers | Yes |
| Boone’s Farm Seltzer | Southern Wine & Spirits (owned by Foley Family Wines) | Southern Glazer’s | Limited |
| Henry’s Hard Soda | Pabst Brewing Company | Mixed independent distributors | Regional only |
Key Takeaway: High Noon benefits from the same robust distribution network as White Claw, giving it an unmatched advantage over independent or niche brands.
Marketing and Distribution Synergy: A Winning Strategy
Distribution and marketing are highly intertwined. A brand may have excellent reach, but without marketing support, it can lose visibility. Conversely, strong marketing without supply chain support leads to shortages and frustrated consumers.
High Noon and Mark Anthony Brands leverage this synergy effectively.
Targeted Advertising Campaigns
High Noon has run several highly successful advertising campaigns, including:
- Social media promotions on Instagram, TikTok, and Facebook
- Influencer collaborations featuring lifestyle content
- Outdoor advertising at airports, gas stations, and public transit
These campaigns raise awareness, and distributors use the momentum to pitch retailers for better shelf placement.
Sponsorships and Events
High Noon sponsors music festivals, beach days, and sporting events. For example:
Dreamville Festival in North Carolina – High Noon was a featured hard seltzer, with branded sampling booths and drink stations.
LPGA Tour Events – Partnerships with female athletes align with the brand’s aspirational, health-conscious messaging.
Distributors coordinate on-site logistics, such as cold storage and staffing, further demonstrating their operational role.
Future Outlook: Expanding High Noon’s Distribution Footprint
As consumer demand evolves, High Noon’s distribution network continues to adapt.
International Expansion
Currently, High Noon is primarily available in the United States, but Mark Anthony Brands is exploring international markets. Initial steps include:
- Pilot distribution in Canada through Southern Glazer’s Canadian arm
- Distribution deals with importers in Australia and select European countries
- Custom formulations to meet international alcohol standards
Expansion abroad depends on securing reliable partners who can navigate import regulations, customs, and tax structures.
Flavor and Format Innovations
New product launches—such as flavored RTD cocktails or larger single-serve bottles—will require coordination with distributors for:
- Warehouse space allocation
- Marketing support at point of sale
- Staff training for retail and on-premise accounts
As High Noon diversifies its product line, its distribution network must be agile and responsive.
Sustainability and Supply Chain Transparency
Modern consumers value sustainability. High Noon’s future distribution strategy may include:
- Reducing carbon footprint through optimized delivery routes
- Using recyclable packaging and eco-friendly shipping materials
- Partnering with distributors who have LEED-certified warehouses
These initiatives enhance brand reputation and appeal to environmentally conscious buyers.
Conclusion: Who Distributes High Noon? A National Network Backed by Powerhouses
To answer the question directly: High Noon is distributed through a national network of major alcohol wholesalers, primarily Southern Glazer’s Wine & Spirits, with additional support from Breakthru Beverage Group, RNDC, and state-specific distributors.
This multi-tiered distribution model ensures that consumers across all 50 states—and even U.S. territories—can find High Noon in grocery stores, gas stations, bars, and online delivery platforms. It reflects a deliberate strategy by Mark Anthony Brands to leverage established, well-resourced partners who can scale with the brand’s explosive growth.
Distribution may not be the most visible aspect of the High Noon experience for consumers, but it is arguably the most critical. Without Southern Glazer’s and its network of regional distributors, High Noon’s bold flavors and real-fruit branding would never reach the shelves of your local supermarket.
As the hard seltzer market matures and competition intensifies, High Noon’s distribution advantage could be its most enduring strength. Whether you’re sipping a High Noon Peach on the beach or grabbing a can at a convenience store, remember—every single beverage traveled a carefully coordinated path to get into your hand.
From production to distribution, and finally to your refrigerator, High Noon’s journey is powered by a network as robust as its taste.
Who currently distributes High Noon in the United States?
High Noon is distributed across the United States through a network of alcohol distributors that are typically governed by the three-tier system of alcohol regulation. The brand, owned by Mark Anthony Brands (the same company behind White Claw), relies on independent wholesale distributors in each state to manage the transportation, logistics, and retail placement of its products. These distributors are carefully selected and contracted based on their capacity to service specific markets efficiently, maintain proper storage conditions, and meet demand in both on-premise (bars, restaurants) and off-premise (stores, supermarkets) channels.
Due to the complex nature of alcohol distribution laws varying from state to state, High Noon does not use a single national distributor. Instead, it partners with regional and state-level distributors who comply with local regulations. In some control states, such as Pennsylvania or Utah, state-run liquor authorities are involved in the distribution process. Mark Anthony Brands coordinates with these networks to ensure consistent availability nationwide, with distribution strategies tailored to geographic demand and regulatory environments.
Why doesn’t High Noon have a single national distributor?
The absence of a single national distributor for High Noon is a direct result of the U.S. alcohol distribution framework, which operates under a three-tier system that separates production, distribution, and retail. This system prevents manufacturers from selling directly to retailers, mandating that an intermediary distributor must handle the movement of products. Because alcohol laws differ significantly between states, one distributor cannot universally meet the compliance, licensing, and logistical requirements across all jurisdictions.
Furthermore, the fragmented nature of the American beverage alcohol market encourages brands like High Noon to adopt a regionalized distribution model. This allows them to work with established local distributors who understand consumer preferences, retail dynamics, and regulatory nuances in their areas. By leveraging multiple distribution partners, High Noon achieves greater market penetration, faster response to demand shifts, and better relationships with retailers, contributing to its rapid growth across diverse markets.
How does High Noon ensure consistent product availability nationwide?
High Noon ensures nationwide product availability by establishing strong partnerships with a broad network of licensed alcohol distributors in all 50 states. Mark Anthony Brands continuously monitors inventory levels, consumer demand patterns, and distribution performance to maintain an efficient supply chain. Regional distribution hubs are strategically placed to minimize delivery times, with distribution partners required to adhere to strict service level agreements to prevent stockouts.
In addition to logistics coordination, High Noon’s parent company invests in sales and marketing support for distributors, including training, promotional materials, and access to real-time sales data. This collaborative approach empowers distributors to effectively manage shelf placements and respond swiftly to market fluctuations. The brand also works closely with retailers to forecast seasonal demand, such as summer spikes, ensuring shelves remain stocked during peak consumption periods.
Can consumers order High Noon directly from the company?
Currently, consumers cannot order High Noon directly from Mark Anthony Brands due to the legal constraints of the U.S. alcohol three-tier distribution system. This regulation prohibits manufacturers from selling alcoholic beverages directly to consumers, requiring all sales to go through licensed distributors and retailers. As a result, High Noon is not available for direct online purchase through its official website or a company-run storefront.
However, consumers can access High Noon through various authorized online retail platforms that partner with local distributors. Services such as Drizly, Instacart, and wine.com act as intermediaries, facilitating delivery in compliance with state laws. These platforms source High Noon from licensed retailers and distributors, ensuring all transactions meet legal age verification and delivery requirements, offering a convenient alternative to in-store purchases.
How does High Noon’s distribution strategy compare to other hard seltzers?
High Noon’s distribution strategy closely mirrors that of other major hard seltzer brands like White Claw and Truly, all operating within the same legal and logistical framework. However, High Noon benefits from the established infrastructure of Mark Anthony Brands, which already manages a vast distribution network from White Claw’s success. This allows High Noon to rapidly expand into new markets with minimal lag time in supply chain development.
One key difference is High Noon’s focus on differentiation through flavor innovation and a lower alcohol content (4.5% ABV), which influences how distributors position it within their portfolios. While competitors emphasize volume and broad appeal, High Noon’s distribution often targets specific consumer segments such as those seeking lighter, fruit-forward options. This strategic positioning helps distributors allocate shelf space effectively and enables High Noon to stand out in a crowded category.
Are there any states where High Noon is not available due to distribution limitations?
High Noon is available in all 50 states, but the level of availability and variety of flavors may differ based on local distribution capabilities and regulatory approval processes. In states with strict alcohol control systems—such as Idaho, North Carolina, or Mississippi—state-run liquor commissions may limit the number of SKUs available or delay new product introductions. These administrative hurdles do not prevent distribution entirely but can affect how quickly consumers gain access to the full product line.
Mark Anthony Brands actively works to overcome these challenges by engaging directly with state regulators and designated wholesalers. By ensuring timely submission of paperwork, compliance with packaging standards, and participation in state bidding processes, High Noon maintains presence even in the most restrictive markets. While rare stock shortages may occur due to regional demand surges, there are no states where High Noon is categorically unavailable.
How does High Noon handle international distribution?
High Noon currently focuses primarily on the U.S. market, and its international distribution is limited and selective. While the brand has begun exploring opportunities abroad—particularly in Canada and parts of Europe—these efforts are conducted through partnerships with local importers and distributors familiar with regional alcohol regulations and consumer preferences. The expansion strategy emphasizes market research and adapting logistics to meet import requirements, labeling laws, and taxation policies.
Unlike in the U.S., international markets often require reformulation or repackaging to comply with different standards, such as alcohol content limits or ingredient disclosures. High Noon’s foray into international territories is methodical, prioritizing countries with strong demand for hard seltzers and established craft beverage infrastructure. While global availability remains limited compared to domestic reach, Mark Anthony Brands continues to assess potential for broader international distribution in the coming years.