3 minute read
Actor and musician Luke Grimes has officially joined forces with High West Distillery to support a cause close to his heart: protecting the rugged landscapes of the American West. The Park City-based whiskey brand announced its new partnership with Grimes as part of its ongoing Protect the West initiative—a conservation effort dedicated to preserving the open spaces, trails, and wild beauty that define the region.
Known for his roles in “Yellowstone” and his rising music career, Luke Grimes isn’t just a fan favorite on screen and stage, he’s also an avid outdoorsman and passionate advocate for Western living. That lifestyle fits seamlessly with High West’s roots and mission.
A Whiskey with a Purpose
Since opening in 2007, High West has witnessed firsthand the effects of climate change in the West. Rising temperatures, shrinking snowpacks, and prolonged droughts have made the distillery’s mission more urgent than ever. In response, High West created the Protect the West initiative, which has contributed over $1 million to nonprofits focused on land preservation and environmental stewardship.
Now, with Luke Grimes stepping in as brand ambassador, the campaign is getting a new voice—and a lot more visibility.
“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 Sweepstakes: A Chance to Live the High West Life
To celebrate the partnership and the summer solstice, High West launched the Protect the West sweepstakes. Running from June 20 through July 25, the sweepstakes offers fans the chance to win the ultimate getaway to Park City, Utah—the home of High West.
To enter, participants must follow @DrinkHighWest on Instagram and comment on the collaboration post between Luke Grimes and High West, sharing which Western location they’d most like to protect. One lucky winner will experience the High West lifestyle firsthand in Park City.
Complete sweepstakes details and rules are available at rules.dja.com/protectthewest.
A Natural Partnership
This collaboration isn’t about slapping a celebrity face on a bottle—it’s about aligning with someone who truly lives the lifestyle High West represents. According to Jacqueline Jacobs, Brand Director of Craft Spirits at Constellation Brands, “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.”
The next phase of the Protect the West initiative will expand High West’s reach with additional charitable contributions, hands-on conservation efforts, and public engagement. With Grimes helping to tell the story, there’s real momentum behind the mission.
Follow along with the campaign on Instagram at @LukeGrimes and @DrinkHighWest, and learn more at highwest.com.
