Sunny days are indeed here for High Noon, Wine Enthusiast’s 2021 Beverage Brand of the Year. Even as sales in the seltzer category in general cool off, High Noon remains on fire.

And Gallo isn’t going to let the momentum slow, doubling down on their investment into the brand, increasing its focus on innovation – like their “Pool Pack” variety pack and 700ml resealable can – and giving the brand its biggest marketing push to date.

At the center of the campaign is its ‘Sun’s Up’ message.

“The strategy is to encourage our consumers “to live like the sun is always out,” says Brandon Lieb, Spirit of Gallo Vice President. “It is about developing a mindset or vibe for the brand that resonates with the audience.”

The campaign is being supported with a full 360º marketing effort, including TV ads running on broadcast, streaming platforms and social media, accompanied by out-of-home (OOH) ads, search and public relations efforts.

“Our marketing efforts will be more important than ever to break through with consumers,” says Lieb. “And we’ve invested more in our marketing budget than we ever have before.”

High Noon is currently the clear category leader with 27% share.