Overview

On July 30, 2025, the U.S. Food and Drug Administration (FDA) announced a voluntary recall by High Noon, a canned vodka seltzer brand under E&J Gallo Winery, due to a serious labeling error. Some cans labeled as Celsius Astro Vibe Energy Drink, Sparkling Blue Razz Edition, were mistakenly filled with High Noon vodka seltzer, posing risks of unintentional alcohol consumption. The recall affects specific lots of High Noon Beach Variety 12-packs and individual Celsius Astro Vibe cans distributed in several U.S. states from July 21 to July 23, 2025. No health incidents have been reported as of the announcement.

What Caused the Mix-Up?

The issue originated at a shared packaging facility used by both High Noon and Celsius. A supplier error led to empty Celsius-branded cans being sent to High Noon’s production line, where they were filled with vodka seltzer instead of the non-alcoholic energy drink. These mislabeled cans, identifiable by their silver lids (unlike the standard black lids on Celsius cans), were included in High Noon Beach Variety 12-packs or sold as individual cans. High Noon discovered the error and promptly initiated the recall to protect consumers.

Affected Products

The recall targets two specific product batches:

• High Noon Beach Variety 12-packs (12 fl oz cans, UPC: 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 12-pack packaging.
• Celsius Astro Vibe Energy Drink, Sparkling Blue Razz Edition (12 fl oz cans, UPC: 889392001341) with lot codes:
  • L CCB 02JL25 2:55 to L CCB 02JL25 3:11
  • Lot codes are lasered on the can bottom, and affected cans have silver lids.

These products were distributed to retailers in Florida, New York, Ohio, South Carolina, Virginia, and Wisconsin via distributors in Florida, Michigan, New York, Ohio, Oklahoma, South Carolina, Virginia, and Wisconsin between July 21 and July 23, 2025. Consumers are urged to check lot codes to identify affected items.

Why It’s a Concern

The mislabeled cans, which appear to be non-alcoholic energy drinks, contain alcohol, creating risks for:

• Minors under 21
• Pregnant individuals
• People avoiding alcohol due to health, religious, or personal reasons
• Those driving or operating heavy machinery

Unintentional alcohol consumption can impair judgment, coordination, and safety, making this recall critical to prevent potential harm.

What Consumers Should Do

High Noon advises consumers to:

1. Verify Lot Codes: Check High Noon Beach Variety 12-packs (on packaging) and Celsius Astro Vibe cans (on can bottom). Look for silver lids on Celsius cans.
2. Dispose of Affected Products: Do not consume mislabeled products. Discard them immediately to avoid accidental alcohol intake.
3. Request Refunds: Contact High Noon Consumer Relations at consumerrelations@highnoonvodka.com for refund details and support.

Other High Noon Beach Variety packs and Celsius products with different lot codes are unaffected and safe for consumption. Consumers with Celsius Astro Vibe cans should still verify lot codes for safety.

Company Actions

High Noon is working with the FDA, retailers, and distributors to manage the recall and ensure consumer safety. The company stated, “We are taking swift action with our partners to remove affected products and protect our consumers.” Celsius, though not responsible for the error, is supporting High Noon and E&J Gallo Winery in resolving the issue. Both brands are committed to preventing future incidents through improved quality control.

Industry Implications

This recall highlights the risks of shared packaging facilities in the beverage industry. Similar incidents, like the 2025 Ritz Crackers mislabeling (peanut butter instead of cheese), underscore the need for robust quality checks. The presence of alcohol in this case amplifies the urgency, as it poses unique health and legal risks compared to other mislabeling errors.

Celsius’s Past Challenges

While unrelated to this recall, Celsius has faced prior controversies. In 2023, it settled a $7.8 million lawsuit over claims of misleading “no preservatives” labeling due to citric acid use. Celsius clarified citric acid was for flavor, not preservation. Additionally, a $82.6 million lawsuit payout to rapper Flo Rida for a breached endorsement deal and a 2023 Canadian recall for excessive caffeine and labeling issues have kept Celsius in the spotlight. These incidents, though separate, highlight ongoing scrutiny of the brand.

Final Takeaway

The High Noon-Celsius mislabeling recall is a critical alert for consumers, particularly in Florida, New York, Ohio, South Carolina, Virginia, and Wisconsin. Check lot codes on High Noon Beach Variety 12-packs and Celsius Astro Vibe cans purchased between July 21 and July 23, 2025, and discard affected products. For refunds, reach out to consumerrelations@highnoonvodka.com. This incident emphasizes the importance of accurate labeling and consumer vigilance in ensuring safety in the beverage market.