High Noon Spirits Company Dave Portnoy Erika Nardini220

Barstool’s President Dave Portnoy and CEO Erika Nardini.

Barstool Sports has positioned itself as more than a sports outlet, showcasing a lifestyle and attitude that goes beyond who won the game With on-field action still sidelined by the coronavirus that’s helping the podcast keep some clients spending. That includes E. & J. Gallo's High Noon Hard Seltzer which is going forward with a media partnership with Barstool Sports to launch a pair of flavors this summer.

As part of the media partnership, High Noon will be integrated across a variety of Barstool Sports' flagship programs, and “personally supported” by Barstool Sports' President Dave Portnoy and CEO Erika Nardini. High Noon and Barstool Sports began collaborating earlier this year under a traditional media buy that quickly gained momentum and inspired both companies to collaborate in an even bigger, more meaningful way. 

"This media partnership is a natural fit for both brands,” said Britt West, vice president and general manager for E. & J. Gallo Spirits. “We both know Real. High Noon is clearly differentiated by being the top selling spirits-based Hard Seltzer made with Real Vodka and Real Juice, while Barstool Sports is the leader in genuine engaging content,” he said in the announcement.

Barstool Sports Chief Revenue Officer Deirdre Lester said during a virtual roundtable last week that her company hasn’t been immune from “some drop-off” in listening, particularly around sports-specific podcasts. But she said they’ve always been about pop culture and lifestyle too. “While we are a sports network, and sports is a major through-line in most of our shows, we’re not just sports,” Lester said. “Our hosts are finding ways to pivot and interact with athletes to help keep that audience engaged.” 

As for the E. & J. Gallo's High Noon Hard Seltzer campaign, the ads will promote the addition of lime and peach flavors. The company points out lime is currently the third-biggest flavor in the hard seltzer category, and peach is the leading vodka flavor but is missing from most of the category. “While the summer season won't be the same this year, we know consumers will love the new flavors," said West.