High Noon, a vodka cocktail that skirts the seltzer subcategory, has flourished in a jam-packed space since its 2019 premiere. The brand, owned by E. & J. Gallo Winery, grew 30.5% in 2023, according to Impact Databank.

“Lifestyle Guards” will run on broadcast TV, streaming services, online video and paid social, among other media buys. Through the year, the brand plans to drop a Snapchat lens, YouTube shorts and local media extensions.