The High West brand was an established and well loved whiskey brand, but they saw a unique opportunity to expand into a new territory – their first ever gin. With this innovation brief in mind,  we aimed to create a gin brand that would stay true to High West’s heart whilst standing out in a saturated category. We uncovered rich consumer insight pointing to a new potentially untapped space in gin – a space that could naturally connect to High West’s mountainous distillery location and its unique botanicals.

After visiting High West’s home in Utah and immersing ourselves in its mountainous surroundings, we knew we could stretch the brand far beyond the typical ‘craft gin’ story and unlock themes of terrain, tenacity and taste. Building the brand from the ground up, we rooted its aesthetic in the pioneering spirit of the West, with a strong name, intricately crafted illustrative details, recognisable and bold iconography and distinct storytelling that captured the unforgettable character of Utah, and the High West Distillery.

High West Gin is now a credible, premium gin that’s as distinct as its whiskey relative, and is driving real commercial success for the brand. “The performance has exceeded our expectations, which is why we’ve decided to expand distribution nationally.” – Brand manager, Constellation Brands.