First off…..yes, High Noon errored. A packaging mix-up resulted in vodka seltzer cans being filled into mislabelled Celsius energy drink cans. That’s serious, sure. And yes…no one should accidentally consume booze thinking it’s a jolt of caffeine. But let’s not rush into condemnation.

The recall was initiated quickly, no one was harmed, and this industry doesn’t deserve to be collapsed over a screw-up. It deserves a chance to fix it—and come out smarter.

Mistakes Happen, Even in the Cleanest Operations

High Noon discovered the mistake when a shared packaging supplier accidentally shipped empty Celsius Astro Vibe cans to their facility. That’s the kind of mechanical error that can slip through even tight systems. High Noon and Gallo responded fast, issuing a voluntary recall across eight states.

No illnesses have been reported. For a company’s mistake, that’s the best possible outcome.

High Noon didn’t dodge responsibility or spin a PR story. They acknowledged the error, released lot codes, UPCs, and told consumers exactly which cans to avoid. Their consumer relations channel is open for refunds. That’s accountability, not avoidance. If that’s not how you rebound from error in an unprecedented world, what is?

This isn’t about brand collapse. It’s about systems catching up. Shared supplier models are efficient, but no system is infallible. High Noon’s transparency—partnering with the FDA and distributing clear guidance—is the roadmap of how a brand rebuilds trust.

High Noon isn’t some anonymous corporate entity. Introduced in 2019 by E. & J. Gallo, it quickly became 2023’s top-selling spirit by volume in the U.S. Behind it are spirits-savvy teams who innovate canned cocktails—tequila seltzers, iced teas, strong stills—and raise a glass to good taste.

This isn’t an argument for lax safety. It’s an argument for balanced response:

• Consumers get clarity and refunds.

• High Noon gets to rebuild with better systems.

• The industry learns from the event—because anyone can stumble.

• We ensure genuine makers aren’t erased by one technical slip.

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The High Noon recall isn’t doom—it’s a real-world blip. In a world that’s quick to cancel, let’s remember: people make mistakes. Reckoning matters. Response matters more.

Support, don’t silence. That’s how this industry keeps innovating—and how it keeps raising the bar.