Since its 2022 launch, High West’s Protect the West campaign has donated over $1 million to nonprofits focused on land conservation and environmental stewardship around Park City, Utah. The initiative supports organizations working to preserve the region’s wilderness and public lands.
Luke Grimes to Serve as Brand Ambassador
Actor Luke Grimes has joined High West as a brand ambassador. In this role, he will help amplify the campaign’s impact through storytelling and awareness efforts. Grimes aims to inspire others to take action to protect the places they love.
“Every explorer has a place that they cherish most, a wilderness location,” Grimes said. “For me, working with High West is about protecting these places before they’re gone.”
Summer Sweepstakes Celebrates the Solstice
To mark the summer solstice on June 20, High West is launching a Protect the West sweepstakes. The promotion runs through July 25. Fans can enter by following High West on Instagram and commenting on a partnership post with Grimes about the Western location they most want to protect. The grand prize is a trip to Park City.
Deep Roots in the American West
“At High West, our connection to the West runs deep,” said Jacqueline Jacobs, brand director of craft spirits at Constellation Brands. “It’s the inspiration for our whiskeys and is at the heart of our Protect the West initiative.”
Jacobs added that partnering with Luke Grimes helps shine a deeper light on the urgent need to protect the West’s landscapes. “Luke embodies the spirit of the West, and we hope to inspire more people to join us in protecting the land that has given us so much.”
Grimes’s Ongoing Projects
Best known for his role as Kayce Dutton on the TV series Yellowstone, Grimes will star in the upcoming 2025 film Eddington. His work with High West follows previous collaborations with campaign supporters, including Olympian Shaun White, who has also promoted the Protect the West initiative.
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