Updated July 2026 | StackCart — Small Town, Big Savings
Dave Portnoy built Barstool Sports from a local Boston newspaper into a media empire. Along the way, he's reviewed thousands of pizza slices, feuded with everyone from the NFL to unions, and somehow became one of the most recognizable faces in American sports culture.
But Portnoy's latest conquest isn't content — it's your cooler. Through strategic partnerships and his own brand launches, El Presidente has positioned himself at the center of the alcoholic beverage market. If you've grabbed a High Noon at a party or spotted Lucky Ones vodka lemonade at your local store, you've already encountered the Portnoy drink empire.
The Rise of the Barstool Beverage Empire
From One Bite to Every Sip
Portnoy's path to beverage mogul started where most of his ventures do: understanding what regular people actually want. While legacy alcohol brands were still running Mad Men-era advertising, Portnoy recognized that younger drinkers wanted authenticity, personality, and products that didn't take themselves too seriously.
High Noon: The Hard Seltzer That Changed Everything
The Partnership That Made Sense
High Noon wasn't created by Portnoy, but the Barstool partnership transformed it from a regional product into a national phenomenon. The hard seltzer, made by E. & J. Gallo Winery, differentiated itself from White Claw and Truly with one key factor: it's made with real vodka instead of malt liquor.
Why the Barstool Deal Worked:
- Credibility: Portnoy's audience trusted his taste
- Reach: Barstool's social media presence gave High Noon massive exposure
- Authenticity: The partnership felt genuine, not forced
- Demographics: Barstool's audience perfectly overlapped with hard seltzer's target market
What Makes High Noon Different
While most hard seltzers use a fermented malt base (similar to beer production), High Noon starts with actual vodka. The result is a cleaner, smoother drinking experience.
High Noon Specs:
- 100 calories per can
- No added sugar
- 4.5% ABV (standard) / 5.3% ABV (tequila line)
- Made with real fruit juice
- Gluten-free
The Flavor Lineup
Original Vodka Seltzers: Watermelon, Peach, Pineapple, Black Cherry, Grapefruit, Lime, Mango, Passionfruit
Sun Sips (Vodka Iced Tea): Lemon, Peach, Raspberry, Half & Half
Tequila Seltzers: Lime, Grapefruit, Passionfruit, Strawberry
The Barstool Effect on Sales
High Noon's sales trajectory tells the story:
- 2019: $18 million in sales
- 2020: $150 million
- 2021: $350 million
- 2022: $600 million
- 2026: Over $1 billion (estimated)
That growth didn't happen because of Super Bowl ads or celebrity endorsements. It happened because Portnoy's audience believed him when he said it was good.
Lucky Ones: Dave Portnoy's Own Vodka Lemonade
Creating His Own Brand
High Noon proved Portnoy could sell alcohol. Lucky Ones proved he could create it.
Launched in 2024, Lucky Ones is Portnoy's personal vodka lemonade brand — not a partnership or endorsement deal, but his own product from conception to shelf.
What Is Lucky Ones?
Lucky Ones positions itself as a premium ready-to-drink vodka lemonade, competing with products like Surfside, Cutwater, and other canned cocktails.
Lucky Ones Specs:
- 5% ABV
- Made with premium vodka
- Real lemon juice
- 110 calories per can
- Clean ingredients list
Current Flavors:
- Original Vodka Lemonade
- Strawberry Vodka Lemonade
- Peach Vodka Lemonade
- Watermelon Vodka Lemonade
How Does Lucky Ones Taste?
We've been stocking Lucky Ones at StackCart since it hit New England distribution, and customer feedback has been overwhelmingly positive:
- Actually tastes like lemonade, not a chemical approximation
- Vodka is smooth and doesn't burn
- Perfect sweetness — not cloying like some competitors
- No artificial aftertaste
Our Rating: 8.5/10 — One of the better RTD vodka lemonades on the market.
The Portnoy Beverage Strategy
Why This Works
Portnoy's success in alcohol mirrors his success in media: he understands his audience better than traditional players do.
Key Strategic Elements:
- Authenticity Over Advertising — He's drinking High Noon in a folding chair, and that relatability sells.
- The Power of Personal Branding — When Portnoy endorses something, his audience knows he's actually using it.
- Targeting Underserved Markets — Men who want hard seltzer but find the category too "feminine"
- New England Roots — Barstool's Boston origins give Portnoy products a natural advantage here.
How to Try the Portnoy Empire Products
High Noon Buying Guide
- Best for Beginners: High Noon Pool Pack (Variety 8-Pack)
- Best Single Flavor: Watermelon
- Most Underrated: Sun Sips Peach Iced Tea
- For Tequila Lovers: High Noon Tequila Lime
Lucky Ones Buying Guide
- Start Here: Original Vodka Lemonade
- Best Flavored Option: Strawberry
- For Hot Days: Peach
- Most Versatile: Watermelon
FAQ: Dave Portnoy Drinks
Does Dave Portnoy own High Noon?
No. High Noon is made by E. & J. Gallo Winery. Portnoy has an endorsement/partnership deal. Lucky Ones, however, is his own company.
Is Lucky Ones just rebranded High Noon?
No. They're different products. High Noon is a vodka-based hard seltzer (carbonated, light). Lucky Ones is a vodka lemonade (more flavorful, cocktail-style).
What's the ABV of High Noon?
Standard High Noon is 4.5% ABV. The tequila line is 5.3% ABV.
What's the ABV of Lucky Ones?
Lucky Ones vodka lemonade is 5% ABV.
Are these products available in Massachusetts?
Yes. Both High Noon and Lucky Ones are widely available in Massachusetts. StackCart in Granby stocks both — stop by for local availability.
Is Lucky Ones actually good or just marketing?
It's actually good. The vodka quality is legit, the lemonade tastes real, and the sweetness is balanced.
Where to Find Portnoy Drinks in Western Massachusetts
StackCart (Granby, MA)
We stock both High Noon and Lucky Ones. As a locally-owned store, we actually pay attention to what customers want — and people want these products.
Current High Noon Selection:
- Watermelon, Peach, Pineapple, Black Cherry
- Pool Pack variety boxes
- Sun Sips (when available)
Current Lucky Ones Selection:
- Original Vodka Lemonade
- Strawberry
- Check for rotating flavors
The Bottom Line
Dave Portnoy has successfully translated his personal brand into a legitimate alcohol empire. High Noon became a billion-dollar brand in part because of his endorsement. Lucky Ones is a quality product that stands on its own merits beyond the Portnoy name.
Ready to try the Portnoy portfolio? Stop by StackCart in Granby. We'll set you up with High Noon, Lucky Ones, and everything else you need for summer. Small town, big savings — and yes, we know the difference between a vodka seltzer and a vodka lemonade.
Drink responsibly. Must be 21+ to purchase alcohol.
StackCart is located at 77 West State St, Granby, MA. Your local spot for snacks, drinks, and summer essentials.