High Noon Recall 2025: How a Mislabeled Energy Drink Put Alcohol in the Wrong Hands

A Mislabeled Mix‑Up: How High Noon and Celsius Became Entangled

After a busy summer of launches and promotions, the last thing anyone expected was that one of the hottest beverage trends — hard seltzers and functional energy drinks — would collide in such a bizarre way. In late July 2025, High Noon, a popular vodka seltzer brand owned by E. & J. Gallo Winery, issued a voluntary recall of its Beach Variety 12‑pack when employees discovered that some cans inside were filled with vodka seltzer but wrapped in labels for CELSIUS® Astro Vibe energy drink. The energy drink cans, which normally contain a caffeinated, non‑alcoholic beverage, had been fitted with silver lids and erroneously delivered to High Noon’s production line. When the lines ran, those empty energy drink cans were filled with High Noon vodka seltzer and then packed into boxes correctly labeled as High Noon. According to the U.S. Food and Drug Administration, this slip‑up happened because a shared packaging supplier accidentally shipped the wrong pallet of empty cans to High Noon【489321557298604†L140-L181】. For consumers, the mix‑up could be more than an inconvenience. Opening a can labeled as an energy drink only to find an alcoholic beverage inside raises serious concerns about unintentional alcohol ingestion. People who avoid alcohol for health, religious or age reasons, including minors, pregnant individuals or those taking medications, could unknowingly drink vodka seltzer if they trust the label. From a public‑health perspective, mislabeled alcoholic beverages are treated seriously because they can lead to accidental intoxication, impaired driving or other consequences that the consumer neither intended nor consented to. Fortunately, High Noon reported that no illnesses or adverse events were linked to the mislabeled cans at the time of the announcement【489321557298604†L140-L181】. The episode also illustrates the growing complexity of modern beverage supply chains. Hard seltzers like High Noon and energy drinks like CELSIUS are often produced in high‑volume facilities that serve multiple brands. To manage costs, companies sometimes share packaging vendors and co‑packers. While efficient, this practice increases the risk of cross‑brand errors if pallets of empty cans are mis‑routed, if labels are not double‑checked or if quality control processes break down. The High Noon recall underscores the importance of traceability, clear communication between suppliers and manufacturers, and robust inspection protocols to catch mistakes before products reach store shelves.

Which Products and Lots Are Affected?

Only a small fraction of High Noon’s products are involved in the recall, but the company has been transparent about the identifying details so consumers can avoid any confusion. The affected product is the High Noon Beach Variety 12‑pack, a cardboard case containing four flavors (such as peach, lime, mango and watermelon) of vodka seltzer. Each pack holds twelve 12‑fluid‑ounce cans with a distinctive silver lid. To determine whether a pack is part of the recall, check the retail UPC printed near the barcode; the recalled packs use UPC **085000040065**. Next, look for the lot codes stamped on the outside of the cardboard: *L CCC 17JL25 14:00 through L CCC 17JL25 23:59* and *L CCC 18JL25 00:00 through L CCC 18JL25 03:00*【489321557298604†L170-L181】. These codes correspond to the date and time the product was packaged and help the company and regulators pinpoint which batches may contain mislabeled cans. The recall also extends to a limited number of individual CELSIUS® Astro Vibe energy drink cans. Although most Astro Vibe cans are black‑topped and filled with caffeinated, zero‑sugar sparkling drink, the problematic cans have silver lids and contain vodka seltzer instead of the energy drink. These mislabeled energy drink cans bear UPC **8 89392 00134 1** and lot code *L CCB 02JL25 2:55–3:11*, which is lasered on the bottom of the can【941694320547975†L156-L210】. Consumers who purchased single energy drink cans at convenience stores or supermarkets should therefore check the bottom of the can and the color of the lid to ensure it does not match the recalled description. High Noon noted that the mislabeled packs were shipped to distributors in Florida, Michigan, New York, Ohio, Oklahoma, South Carolina, Virginia and Wisconsin between July 21 and July 23, 2025【489321557298604†L215-L218】. Not all distributors ultimately delivered the packs to retailers; the company reported that retailers in Florida, New York, Ohio, South Carolina, Virginia and Wisconsin stocked the affected product. If you live outside of those states, your High Noon purchases are unlikely to be part of the recall. However, because some individual energy drink cans were also misfilled, it’s wise to check any Astro Vibe cans in your possession regardless of your location. By clearly listing the UPCs and lot codes, High Noon and the FDA have enabled consumers to quickly verify whether their beverages are safe to drink.

Risks of Unintentional Alcohol Ingestion

At first glance, the difference between an energy drink and a hard seltzer might seem obvious — one provides a caffeine jolt while the other is designed for social drinking. However, when cans are mislabeled, the distinction disappears, and the consequences can be serious. Unintentional alcohol ingestion can affect a wide range of people. For minors, accidental consumption violates laws and can lead to developmental harms. Pregnant people, individuals with liver disease, those taking medication or those who abstain for religious reasons may also face health risks if they unknowingly consume alcohol. Even moderate amounts can impair coordination, judgment and reaction time, posing risks for activities like driving. The Centers for Disease Control and Prevention regularly warns that unintentional alcohol consumption is a public‑health concern, particularly when alcohol is hidden in products that appear non‑alcoholic. High Noon’s recall announcement emphasised that no illnesses or adverse events had been linked to the mislabeled cans【489321557298604†L140-L181】, but the company nonetheless urged consumers to discard any suspect products and not to taste the contents to verify them. Fox Business reported that E. & J. Gallo Winery, the brand’s parent company, is coordinating with retailers, distributors and regulators to remove the affected products from store shelves and to offer refunds to consumers【268002024824294†L247-L286】. The company also set up a dedicated email address for refunds and information, showing a commitment to transparency and consumer safety. Beyond this specific incident, the recall highlights a broader issue: as beverage categories proliferate — from hard seltzers and canned cocktails to functional drinks and energy beverages — packaging similarities can create confusion. Many of these products are sold in slim, 12‑ounce cans and rely on colorful labels to differentiate between alcoholic and non‑alcoholic offerings. When a labeling error occurs, the risk of unintended consumption increases because consumers might not scrutinize every can. Companies can mitigate these risks by using distinctive lids, unique can shapes or tactile cues that signal whether a drink contains alcohol. For consumers, the safest course of action is to read labels carefully, keep beverages out of reach of children and stay informed about recalls and product alerts.

How to Check Your Cans and What to Do

If you’re worried that a pack of High Noon or a single Celsius Astro Vibe energy drink might be part of the recall, there are simple steps you can take to check. Start with the outer packaging. High Noon Beach Variety 12‑packs list the UPC and lot code near the barcode; if you see **085000040065** and a time stamp between *L CCC 17JL25 14:00–23:59* or *L CCC 18JL25 00:00–03:00*, the pack is affected【489321557298604†L170-L181】. The recalled boxes also contain cans with silver lids. For individual Astro Vibe cans, flip the can over to see if the bottom is marked with lot code *L CCB 02JL25 2:55–3:11* and check whether the lid is silver instead of the usual black【941694320547975†L156-L210】. If either of these identifiers matches what you have, do not open or drink from the can. Instead, dispose of the product immediately. High Noon and regulators advise consumers not to taste the beverage to confirm its contents, as even a small sip could result in unintentional alcohol ingestion. After discarding the can or pack, take note of the lot code and contact High Noon’s via phone at 1-855-592-8482. Provide them with the UPC, lot code and where you purchased the product; they will offer guidance on refunds or replacement. If you have unopened cans, you might be asked to retain them for pickup or to provide photos as proof of purchase, but you should never consume them. If you have already consumed a drink and are concerned that it might have been mislabeled, monitor yourself or anyone else who drank it for signs of alcohol consumption such as dizziness, flushing or impaired coordination. Although no adverse events have been reported as part of this recall【268002024824294†L247-L286】, every person reacts differently to alcohol. Seek medical advice if symptoms develop, especially if the consumer is underage, pregnant or has underlying health conditions. Additionally, consider reporting the incident to the FDA’s consumer complaint coordinator so regulators can track any potential health impacts. Keeping an eye on recall notices and acting promptly can prevent accidents and ensure you and your family stay safe.

What Caused the Recall? A Packaging Supplier Error

The root cause of the High Noon recall lies not in a formulation problem or contamination but in a breakdown within the supply chain. High Noon uses third‑party packaging suppliers to provide pre‑printed cans that are filled on its production lines. According to the FDA, a shipment of empty CELSIUS® Astro Vibe cans — which are typically destined for a non‑alcoholic energy drink — was mistakenly sent to the facility where High Noon cans are filled【489321557298604†L231-L233】. These energy drink cans look similar to High Noon’s, apart from their labels and the color of the lids. Once they arrived at High Noon’s facility, they were fed into the filling line and ended up full of vodka seltzer. Because the outer cardboard boxes were correctly labeled as High Noon, employees didn’t initially realize the mismatch. Such errors can happen when different brands rely on the same co‑packing facilities or suppliers to reduce costs. Pallets of blank or pre‑printed cans are often delivered in large quantities, and if inventory controls fail — for example, if labels on the pallet shrink wrap are misread or if a pallet is left in the wrong area of the warehouse — the wrong packaging can make its way to the filling line. In this case, the similarity in size and shape between High Noon and CELSIUS cans likely contributed to the confusion. While the recall demonstrates that quality assurance processes eventually caught the mistake, it also illustrates how reliance on shared suppliers can introduce vulnerabilities into an otherwise well‑run production process. The good news is that the issue was identified quickly, leading to a relatively small recall window and specific lot codes. Traceability — the ability to track each can back to its time of filling — allowed High Noon to pinpoint the exact batches produced when the mislabeled cans were used. Nevertheless, the incident underscores the need for regular audits, clear labeling on pallets and color‑coding systems that make it easier to distinguish between different brands’ packaging. With beverage categories expanding and co‑packing becoming more common, manufacturers will need to invest in these safeguards to prevent similar mix‑ups in the future.

Industry and Regulatory Responses

In the aftermath of the recall announcement, both the beverage industry and regulators moved quickly to manage the situation. High Noon’s parent company, E. & J. Gallo Winery, issued a statement through Fox Business acknowledging the labeling error and explaining that the company was coordinating with distributors, retailers and regulatory agencies to remove the affected product from shelves and to notify consumers【268002024824294†L247-L286】. The statement emphasized that only the specific lot codes identified were affected and that all other High Noon products remained safe to consume. High Noon also provided consumers with a dedicated email address to request refunds and posted detailed instructions on its website and through social media channels. On the regulatory side, the recall was conducted with the knowledge and oversight of both the U.S. Food and Drug Administration and the Alcohol and Tobacco Tax and Trade Bureau (TTB)【489321557298604†L241-L245】. Because the incident involved alcohol packaged in cans labeled as a non‑alcoholic energy drink, both agencies had an interest in ensuring that the mislabeled beverages were swiftly removed from the market. The FDA, which oversees food and beverage safety, posted the company’s recall announcement and product images on its website to help consumers identify the affected packs【489321557298604†L140-L181】. The TTB, which regulates alcohol, likely worked with the company on compliance and labeling issues to prevent similar mistakes in the future. Celsius Holdings, the maker of the Astro Vibe energy drink, did not issue a separate recall because the issue did not involve any problems with its own formulation or distribution. However, the company echoed the warnings shared by High Noon and regulators, urging consumers to check the lot codes on their Astro Vibe cans and to discard any that match the recalled codes. Within the beverage industry, the incident sparked discussions about labeling, packaging logistics and the importance of clear differentiation between alcoholic and non‑alcoholic products. Many producers noted that as ready‑to‑drink cocktails and energy beverages compete for shelf space — often in cans of similar size — the potential for confusion grows. Regulators and industry groups may use this recall as a case study when updating packaging guidelines or recommending best practices for co‑packers.

Lessons for Consumers and the Beverage Industry

One of the most important takeaways from the High Noon recall is the role consumers play in protecting their own safety. While it’s easy to assume that the products on store shelves are always exactly as advertised, mislabeled or contaminated items occasionally slip through. Checking lot codes and UPCs, reading labels carefully and monitoring recall notices are practical steps every shopper can take. If a product looks different from what you expect — for example, a different lid color, an unfamiliar flavor or a variation in can size — don’t hesitate to look up the product online or contact the manufacturer. Most recalls are posted on the FDA’s website and widely reported in the media, making it easier than ever to stay informed. Manufacturers, meanwhile, must treat this incident as a wake‑up call. As beverage companies expand their portfolios, the temptation to streamline operations and share packaging suppliers can lead to unintended consequences. Investing in robust supply‑chain management, from clearly labeling pallets and using color‑coding systems to implementing digital tracking technologies, can help prevent mix‑ups. Regular audits of third‑party suppliers and co‑packers, along with contingency plans for recalls, are equally essential. Companies might also consider designing more distinct cans or employing tactile features that visually and physically distinguish alcoholic from non‑alcoholic products. These measures not only enhance safety but also build consumer trust at a time when competition in the beverage aisle is fierce. Finally, the recall serves as a reminder of the importance of regulatory oversight. The FDA and TTB responded quickly, working with High Noon to publish detailed recall instructions and to monitor the situation. Their involvement ensures that recalls are carried out effectively and that any patterns of mislabeling or supply‑chain issues are identified and addressed. For consumers, industry leaders and regulators alike, the lessons from this recall emphasize vigilance, transparency and collaboration. By learning from these mistakes, the beverage industry can continue to innovate while maintaining the highest standards of safety and integrity.

Conclusion: Navigating Product Recalls in an Era of Shared Supply Chains

Incidents like the 2025 High Noon recall are rare, but when they happen, they capture public attention because they reveal vulnerabilities that often go unnoticed. The idea that a can labeled as an energy drink could contain vodka seltzer is both alarming and instructive. It reminds us that even seemingly simple products pass through complex networks of suppliers, co‑packers, distributors and retailers before reaching our hands. A single misrouted pallet or mislabeled can can cascade through the system, turning a routine product launch into a public‑health issue. However, the speed and transparency with which High Noon and regulators responded demonstrate that recall systems are in place to catch mistakes and protect consumers. For individuals reading about this recall, the message is clear: check before you sip. Whether you’re stocking up on hard seltzers for a barbecue or grabbing an energy drink to power through the afternoon, take a moment to read the label, look at the lid and scan for any unusual lot codes. If something seems off, look up recent recall notices or contact the manufacturer. A few seconds of vigilance can prevent an unpleasant or dangerous surprise. It’s also worth bookmarking reliable recall resources — such as the FDA’s Recalls, Market Withdrawals & Safety Alerts page — and signing up for email alerts if you regularly purchase packaged foods and beverages. Looking ahead, the beverage industry will continue to evolve, blending flavors and categories in ways that challenge old definitions. Ready‑to‑drink cocktails, functional waters and caffeinated seltzers blur the lines between indulgence and performance. That makes clear labeling, distinct packaging and rigorous supply‑chain oversight more important than ever. By learning from the High Noon case and implementing the recommended safeguards, companies can help ensure that when you reach for an energy drink or a hard seltzer, you get exactly what you expect — and nothing more.