High West has announced its new partnership with actor and musician Luke Grimes to advance the brand’s conservation efforts via its Protect the West initiative. This collaboration marks a pivotal next step in High West’s mission to help charities which preserve the open skies, rugged trails and wild landscapes that the American west is famous for.
Since opening its doors in Park City in 2007, High West has witnessed firsthand the effects of climate change in the West, including rising temperatures, prolonged droughts, drier forests, and shrinking snowpacks. In response, the brand launched its Protect the West Initiative, through which it has contributed over $1 million to nonprofit organizations committed to land preservation and environmental stewardship across the region.
Now, with Luke Grimes joining the High West family as brand ambassador, the distillery is reinvigorating its commitment to protecting the environment. A longtime whiskey enthusiast, Grimes will help amplify the campaign message through storytelling and awareness efforts designed to inspire others to take action and get involved.
“Every adventurer has their spot, that one place in the wild they cherish most,” said Grimes. “For me, this partnership with High West is about protecting those places before they’re gone. The Protect the West initiative is something I deeply believe in, and I’m honored to lend my voice to the cause. I’ll be raising a glass to the incredible work the High West team is doing, and I hope others will join us.”
In celebration of the summer solstice on June 20, High West is inviting whiskey lovers and adventurers alike to enter their Protect the West sweepstakes. Running from June 20 through July 25, fans can enter the sweepstakes by commenting the western location they’d most like to protect on the brand’s Instagram collaboration post between Luke Grimes and High West. The winner will receive a getaway trip to Park City, Utah to experience the High West lifestyle firsthand.
Jacqueline Jacobs, brand director of craft spirits at Constellation Brands, added: “At High West, our connection to the West runs deep. It’s the inspiration behind our whiskey and the heart of our Protect the West initiative. Partnering with Luke Grimes allows us to bring even more awareness to the urgent need to preserve the places we love. Luke embodies the spirit of the West, and together, we hope to inspire others to join us in protecting the land that gives so much to all of us.”
This next phase of Protect the West will expand High West’s impact through charitable donations dedicated to preserving the Western landscape through hands-on conservation and forward-thinking initiatives.
Details on how to enter the sweepstakes and rules can be found at Protect the West’s website. For more information on High West, the Protect the West platform, and the collaboration, visit High West’s website and Instagram page.
