PGA Championship

High Noon Named Official Spirits-Based Hard Seltzer of the PGA of America and PGA Championship

May 13, 2024



High Noon Clubhouse Spectator Activation and Bar to debut onsite at 2024 PGA Championship

FRISCO, Texas (May 13, 2024) ー The PGA of America and Spirit of Gallo’s High Noon, the #1 spirits brand by volume*, announced today a multi-year partnership that makes High Noon the “Official Spirits-Based Hard Seltzer” of the PGA of America and the PGA Championship.

Crafted with real spirits and real juice, High Noon Vodka Seltzer and High Noon Tequila Seltzer will be served at general concessions for spectators to enjoy throughout the PGA Championship.

“We are delighted to welcome High Noon to the PGA of America and PGA Championship,” said PGA of America Senior Director, Global Partnerships Luke Reissman. “High Noon’s Vodka and Tequila Seltzers, known for their exceptional taste, are sure to be a favorite among spectators.”

The High Noon Clubhouse will provide spectators with a premium experience to live their best day in the sun with High Noon at the PGA Championship. The High Noon Clubhouse will be located near the green of the par-3 eighth hole at Valhalla Golf Club, site of the 106th PGA Championship, starting today and open daily through Sunday, May 19.

The High Noon Clubhouse will offer ice-cold premium High Noon hard seltzer, a photo station for spectators to commemorate their experience as well as exciting activities including a hole-in-one putting contest and Plinko game where participants can win High Noon swag. The High Noon Clubhouse will be accessible to all spectators in attendance.

“Through our new partnership with PGA of America, we're meeting our fans on the links and giving them a premium experience that only High Noon can deliver,” said Brandon Lieb, VP of Spirits at Gallo. “Together, we're committed to enhancing the golfing experience and creating unforgettable moments for our shared fans - with a High Noon in hand.”

High Noon Vodka Seltzer and Tequila Seltzer are made with real spirits, real juice, and are gluten free with no added sugar. Each at 100 calories and 4.5% ABV in 355mml cans, High Noon encourages hard seltzer fans to trade up their malt-based hard seltzer for a sessionable drink made with their preferred spirit.

*Source: IRI Consumer Network Households (NCP) 52 Weeks ending 10/1/2023 vs. YA- Total U.S. All Outlets, NBD Adjusted (Vol)

About the PGA Championship

The PGA Championship is the only all-professional major in men’s golf. It began in 1916, just months after the birth of the PGA of America, and today features one of the deepest international fields in golf. Since 1994, it has perennially featured the strongest field in golf with the most top-100 players in the Official World Golf Rankings.

About the PGA of America

The PGA of America is one of the world’s largest sports organizations, composed of more than 30,000 PGA of America Golf Professionals who love the game, are expert coaches, operators and business leaders, and work daily to drive interest, inclusion and participation in the sport. The PGA of America owns and operates numerous championships and events, including major championships for men, women, seniors and the Ryder Cup, one of the world’s foremost sporting events. For more information, visit and follow us on X, formerly known as Twitter, Instagram and Facebook.

About High Noon

High Noon was introduced in 2019, giving fans a more premium hard seltzer made with real spirits and encouraging them to live like the sun’s always out. Just four years after its inception, the brand was crowned the #1 Spirits Brand by Volume*. High Noon offers something for everyone with High Noon Vodka Seltzer, High Noon Tequila Seltzer, and High Noon Vodka Iced Tea varieties. The Vodka Seltzer and Tequila Seltzer varieties are made with real fruit juice, and the Vodka Iced Tea variety is made with real tea. The full line up is gluten free and has no added sugar. High Noon is part of Spirit of Gallo, an award-winning spirits portfolio that includes E&J Brandy, New Amsterdam Vodka, Pink Whitney, RumChata and more.

About Spirit of Gallo

For nearly half a century, the Gallo family has been growing its portfolio of spirits, now enjoyed by people around the world at occasions ranging from a day at the beach to a fine, after-dinner drink. Known best for E&J Brandy, New Amsterdam and the highly acclaimed High Noon Hard Seltzer, Spirit of Gallo also delivers RumChata, Stratusphere Gin, RumHaven and esteemed partner-owned brands such as The Dalmore, Don Fulano, and Grupo Montenegro. Spirit of Gallo portfolio is featured on

Media Contacts

Greg Dillard, PGA of America, 561-308-8013,

Tom Donda, High Noon,