Vodka in Disguise: High Noon Recalls Mispackaged Seltzers as Energy Drinks

In a surprising gaffe that could have led to unintended happy hours, High Noon, a brand known for its vodka-based hard seltzers, has issued a voluntary recall. The company mistakenly shipped cases of its alcoholic beverages in packaging labeled as Celsius energy drinks, a non-alcoholic product frequently consumed by fitness enthusiasts and students alike.

This labeling error was discovered after consumers reported picking up what they believed were cans of a popular energy drink, only to be met with spiked seltzers instead. While no injuries or health issues have been reported, the mix-up poses a serious risk—particularly for individuals who avoid alcohol, including minors, pregnant women, or people on medications that interact with alcohol.

High Noon quickly released a statement taking full responsibility for the oversight and assured the public that swift action is underway. The company is working closely with retailers to remove the incorrectly labeled products from shelves and has initiated a recall for impacted batches. Consumers are urged to check their purchases and contact the company if they suspect they have received a mislabeled item.

Experts highlight the severity of such label mix-ups, emphasizing the importance of accurate packaging in protecting consumer trust and safety. The Food and Drug Administration (FDA) is also expected to review the incident to determine whether additional regulatory measures are needed to prevent similar events in the future.

While the incident might bring a chuckle to some, it serves as a serious reminder of the importance of diligence in product labeling. As brands grow and produce at scale, even minor errors can carry significant consequences. High Noon’s swift recall demonstrates accountability, but the company—and the beverage industry as a whole—will need to double down on precautions to ensure such mishaps remain squarely in the rearview mirror.