Reyes Adds High Noon To Burgeoning California Stable
Leading beer wholesaler Reyes Beverage Group—part of Reyes Holdings, with annual revenue of $40 billion—continues to build on its fast-growing portfolio of wine and spirits in California, adding Gallo’s High Noon in the Golden State, effective July 1.
High Noon is the largest spirits brand by volume in the U.S., up an estimated 13.5% to just under 25 million cases last year, according to Impact Databank.
In a statement, Gallo noted, “We applaud the RNDC California sales team for their hard work to elevate High Noon’s presence in the market over the years. Moving forward, we believe this new route-to-market with Reyes Beverage Group in California will further support the growth potential and ongoing success of the brand. Also, as a result of this change, the RNDC California sales team will be able to dedicate its focus on Gallo’s diverse and robust wine and spirits portfolio.”
“We are excited to further strengthen our partnership with Gallo through the distribution of High Noon in California, alongside VMC, Montucky Cold Snacks, Beach Juice, Salt Point, and Pink Whitney malt-based products,” Reyes stated. “We are confident in our ability to build upon an already solid foundation to further support the growth potential and continued success of the High Noon brand moving forward.”
Gallo’s partnership with Reyes is part of the wine and spirits giant’s move to build out a portfolio that’s distributed through the beer wholesaler network. “As the industry continues to evolve, one of the things that we were seeing is how beer wholesalers execute against RTDs, and while we have obviously been successful building High Noon through the wine and spirits network, we were looking at having a second network that was entirely beer-based,” noted Britt West, chief commercial officer, Gallo Wine and Spirits, in an interview with SND last year.
High Noon is just the latest big piece of business that Reyes has added in California. Already this year it has announced it’s onboarding both Tito’s vodka and the entire Brown-Forman portfolio in the state, which were also previously handled by RNDC.
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