Urgent Recall of High Noon Vodka Seltzer Mislabeled as Celsius Energy Drink

Overview

On July 30, 2025, the U.S. Food and Drug Administration (FDA) announced a voluntary recall initiated by High Noon, a popular canned vodka seltzer brand owned by E&J Gallo Winery. The recall was prompted by a significant labeling error where some cans labeled as Celsius Astro Vibe Energy Drink, Sparkling Blue Razz Edition, were mistakenly filled with High Noon vodka seltzer. This mix-up poses a risk of unintentional alcohol consumption, particularly for consumers who expect a non-alcoholic energy drink. The issue affects specific lots of High Noon Beach Variety 12-packs and individual Celsius Astro Vibe cans distributed across several U.S. states between July 21 and July 23, 2025. No illnesses or adverse events have been reported as of the recall announcement.

Cause of the Recall

The recall stems from an error by a shared packaging supplier used by both High Noon and Celsius. The supplier inadvertently shipped empty Celsius-branded cans to High Noon’s production facility. These cans, labeled as Celsius Astro Vibe Energy Drink, Sparkling Blue Razz Edition, were filled with High Noon vodka seltzer instead of the non-alcoholic energy drink. The mislabeled cans, identifiable by their silver lids (unlike the standard black lids of Celsius cans), were then packaged into High Noon Beach Variety 12-packs or distributed as individual cans. This error was discovered by High Noon, prompting immediate action to address the issue.

Affected Products and Distribution

The recall involves two specific production batches:

• High Noon Beach Variety 12-packs (12 fluid ounce cans, UPC code 085000040065) with lot codes:
  • L CCC 17JL25 14:00 to L CCC 17JL25 23:59
  • L CCC 18JL25 00:00 to L CCC 18JL25 03:00
  • Lot codes are printed on the exterior of the 12-pack packaging.
• Celsius Astro Vibe Energy Drink, Sparkling Blue Razz Edition (12 fluid ounce cans, UPC code 8 89392 00134 1) with lot codes:
  • L CCB 02JL25 2:55 to L CCB 02JL25 3:11
  • Lot codes are lasered on the bottom of the cans, and affected cans have a silver lid instead of a black one.

The affected products were shipped to distributors in Florida, Michigan, New York, Ohio, Oklahoma, South Carolina, Virginia, and Wisconsin. These distributors then supplied retailers in Florida, New York, Ohio, South Carolina, Virginia, and Wisconsin between July 21 and July 23, 2025. Consumers who purchased these products are urged to check the lot codes to ensure they do not have the affected items.

Health and Safety Concerns

The primary concern with this recall is the risk of unintentional alcohol consumption. The mislabeled cans, which appear to be non-alcoholic Celsius energy drinks, actually contain vodka seltzer, which could be dangerous for certain groups, including:

• Individuals under the legal drinking age
• Pregnant women
• People with medical conditions or religious beliefs that prohibit alcohol consumption
• Individuals operating machinery or driving

Consuming alcohol unknowingly can impair mental capabilities, coordination, and mood, posing significant health and safety risks. High Noon and the FDA have emphasized the importance of discarding the affected products to prevent accidental ingestion.

Actions for Consumers

High Noon has advised consumers to take the following steps:

1. Check Lot Codes: Verify the lot codes on High Noon Beach Variety 12-packs (on the exterior of the packaging) and Celsius Astro Vibe cans (lasered on the bottom). Affected Celsius cans can also be identified by their silver lids.
2. Dispose of Affected Products: Do not consume the liquid in cans with the specified lot codes. Dispose of them immediately to avoid accidental alcohol consumption.
3. Contact High Noon for Refunds: Consumers who have purchased affected High Noon Beach Variety 12-packs or mislabeled Celsius cans can contact High Noon Consumer Relations at consumerrelations@highnoonvodka.com for refund information and further guidance.

The FDA and High Noon have clarified that other High Noon Beach Variety packs and Celsius products with different lot codes are not affected and are safe for consumption. Consumers who have not purchased High Noon packs but own Celsius Astro Vibe Sparkling Blue Razz cans are still encouraged to check lot codes to ensure safety.

Company Response

High Noon has taken swift action to address the issue, working closely with the FDA, retailers, and distributors to manage the recall and ensure consumer safety. The company issued a statement to The Independent, saying, “We are working with the FDA, retailers and distributors to proactively manage the recall to ensure the safety and well-being of our consumers.” Celsius, which was not involved in the production or distribution of the affected products, is collaborating with High Noon and its parent company, E&J Gallo Winery, to support the recall efforts. Both companies have emphasized their commitment to quality control and consumer safety.

Broader Context

This incident highlights the importance of rigorous quality control in the beverage industry, particularly when brands share packaging suppliers. Labeling errors, while rare, can have serious consequences, as seen in other recent recalls, such as Ritz Crackers mislabeled with peanut butter instead of cheese, posing risks for allergy sufferers. The High Noon-Celsius mix-up is particularly notable because it involves alcohol, which carries unique risks compared to other mislabeling incidents. The beverage industry’s reliance on shared suppliers underscores the need for stringent oversight to prevent such errors.

Previous Celsius Controversies

While the current recall is unrelated to Celsius’s production processes, the brand has faced scrutiny in the past. In 2023, Celsius settled a $7.8 million class-action lawsuit alleging misleading labeling, specifically claims that its drinks contained “no preservatives” despite including citric acid. The company maintained that citric acid was used for flavor, not preservation, but agreed to the settlement. Additionally, Celsius was ordered to pay rapper Flo Rida $82.6 million in a separate lawsuit for breaching an endorsement deal. In Canada, Celsius Energy Drink Mixes were recalled in 2023 for exceeding caffeine limits (200 mg per serving, above the Canadian Food Inspection Agency’s 180 mg limit) and lacking bilingual labeling. These incidents, while unrelated to the current recall, reflect ongoing challenges for the brand in maintaining consumer trust.

Conclusion

The High Noon recall of mislabeled Celsius Astro Vibe Energy Drink cans is a critical reminder for consumers to check product packaging carefully, especially for beverages that may appear non-alcoholic. The swift response from High Noon, in collaboration with the FDA and Celsius, demonstrates a commitment to addressing the issue transparently. Consumers in Florida, New York, Ohio, South Carolina, Virginia, and Wisconsin who purchased High Noon Beach Variety 12-packs or Celsius Astro Vibe Sparkling Blue Razz cans between July 21 and July 23, 2025, should verify lot codes and dispose of affected products. For further assistance, contact High Noon Consumer Relations at consumerrelations@highnoonvodka.com. This recall underscores the importance of accurate labeling in ensuring consumer safety and trust in the beverage industry.