High West, the Park City-based whiskey distillery, has announced its new partnership with actor and musician Luke Grimes to advance the brand’s conservation efforts through 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 define the spirit of the American West.
Since opening its doors in Park City in 2007, High West has witnessed firsthand the effects of climate change in the West: 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 places people love most. A proud outdoorsman, Western lifestyle advocate and 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,” says 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. Follow along at @DrinkHighWest and @LukeGrimes to be part of the journey.”
June 20th marks the summer solstice, the longest day of the year and the perfect day to experience the beauty of the outdoors. In celebration, 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 following @DrinkHighWest on Instagram and commenting the Western location they’d most like to protect, on the collaboration post between Luke Grimes and High West. One lucky winner will receive the ultimate getaway to Park City, Utah to experience the High West lifestyle firsthand.
“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,” says Jacqueline Jacobs, brand director, craft spirits at Constellation Brands. “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.
Rooted in Park City and built for those who crave wide-open adventure, High West remains the whiskey of choice for those who live with intention and respect for the land. Together with Grimes, the brand is deepening its legacy, ensuring that the spirit of the West endures, one bottle and one backcountry trail at a time. Because there’s no better way to end a day outdoors than with a glass of High West.
Details about the how to enter the sweepstakes and rules can be found at rules.dja.com/protectthewest. For more information on High West and the Protect the West platform, visit https://highwest.com/. To follow along with the partnership on social, tune in on Instagram @DrinkHighWest and @LukeGrimes.
NO PURCHASE NECESSARY. Open only to legal residents of the 50 U.S. and D.C., 21 or older. Starts 10:00 AM ET on 6/20/25 and ends 11:59 PM ET on 7/25/25. The High West Protect the West Sweepstakes is sponsored by Constellation Brands, Inc. No alcohol awarded with prize. Void where prohibited. For complete details, see Official Rules at rules.dja.com/protectthewest.