A Potentially Dangerous Mix-Up Hits Store Shelves
In an alarming labeling blunder with real public safety implications, High Noon is voluntarily recalling some of its vodka seltzer products after discovering that certain 12-packs were incorrectly labeled as a non-alcoholic energy drink under the Celsius brand. The U.S. Food and Drug Administration (FDA) issued an official announcement on Wednesday confirming the mix-up, which has prompted immediate corrective action. The mislabeled cans, found in High Noon’s “Beach Variety Packs,” were shipped to retailers in Florida, New York, Ohio, South Carolina, Virginia, and Wisconsin between July 21 and July 23, 2025, according to the FDA’s recall notice.
A Case of Mistaken Identity — With Booze Inside
Instead of containing Celsius’ ASTRO VIBE™ Energy Drink, Sparkling Blue Razz Edition, the mislabeled cans are actually filled with High Noon Vodka Seltzer, a flavored alcoholic beverage. While the exterior branding matched Celsius’ energy drink packaging, the contents carried a significant difference: alcohol. According to the FDA: “Some of these packs contain cans that are filled with High Noon vodka seltzer alcohol and are mislabeled as CELSIUS® ASTRO VIBE™ Energy Drink, Sparkling Blue Razz Edition with a silver top.” That means consumers — especially those underage or avoiding alcohol — could unknowingly ingest alcohol under the false impression they’re drinking a caffeine-based energy beverage.
No Reported Injuries, But Serious Safety Concerns Remain
As of July 31, there have been no confirmed injuries or illnesses reported in connection with the mislabeled cans. However, the nature of the error has triggered serious concern across regulatory agencies, particularly given the potential for underage or unsuspecting consumers to access alcoholic drinks disguised as energy beverages. In a written statement to NPR, a spokesperson for High Noon’s parent company, E.&J. Gallo Winery, said: “We are working closely with our co-packing and distribution partners to understand how this labeling error occurred. Out of an abundance of caution, we are asking retailers to remove the impacted packs from shelves immediately.”
What Consumers Should Do
Anyone who purchased a High Noon “Beach Variety Pack” between July 21 and 23 in the six affected states should check the contents carefully, especially for cans with the Celsius branding and silver tops. If found, consumers are advised not to consume the product and to contact High Noon’s customer support line at 1-877-851-3303 for instructions on how to return the product or seek a refund. Celsius Holdings, Inc. — the company behind the real energy drink brand — clarified in a separate statement that they had no involvement in the production or distribution of the mislabeled cans. “Celsius Holdings did not produce or authorize the use of its branding on any alcoholic products,” a spokesperson confirmed. “We take our brand integrity seriously and are cooperating with the FDA and affected parties to ensure consumer safety.”
High Stakes in Florida and Beyond
With Florida among the six impacted states, the error raises concerns for major retailers across South Florida where both Celsius and High Noon products are frequently stocked side-by-side in convenience stores, supermarkets, and liquor outlets. South Florida Media has confirmed that several retailers in Miami-Dade and Broward Counties have already begun pulling affected packs from shelves as a precaution. The FDA says it is continuing to monitor the recall and investigate how the error occurred within the High Noon supply chain, particularly during the co-packing stage where multiple beverage brands may be handled on the same production lines.
A Wake-Up Call for Beverage Industry Labeling
This incident underscores the critical importance of supply chain integrity and proper labeling protocols, especially in a market where alcoholic and non-alcoholic beverages are increasingly indistinguishable at a glance. Mislabeling alcoholic drinks as energy beverages not only exposes consumers to health risks but could violate federal laws related to underage alcohol access and misbranding under the Federal Food, Drug, and Cosmetic Act. For now, consumers are being urged to stay vigilant and double-check beverage cans before consumption — especially when it comes to products that tout bold, colorful branding.
