American whiskey maker High West has announced a new partnership with actor and musician Luke Grimes as part of the brand's Protect the West conservation initiative. High West says the collaboration is a pivotal next step in its mission to help charities which preserve the landscapes of the American west.
Since opening its doors in Park City, Utah in 2007, High West says it has witnessed firsthand the effects of climate change in the west United States, 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 more than US$1 million to nonprofit organisations committed to land preservation and environmental stewardship across the region.
Now, with Grimes joining as brand ambassador, High West is reaffirming 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.
Grimes commented: “Every adventurer has their spot, that one place in the wild they cherish most. 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 honoured 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 20 June 2025, High West is holding a series of Protect the West sweepstakes. Running from 20 June to 25 July, fans can enter to win a trip to Park City by commenting the western location they’d most like to protect on the brand’s Instagram.
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.
