Trebles All Round. U.S. Ski & Snowboard Announces High West Distillery As ‘Official Spirit Partner’.
competition, other /
In what is one of the more baffling sponsorship announcements of the year U.S. Ski & Snowboard, the national governing body of Olympic skiing and snowboarding, declares High West Distillery, Utah’s first legal distillery since 1870, their new spirit sponsor. SIN initially assumed that US Ski and Snowboard had simply contacted someone from the afterlife and that they had kindly agreed to sponsor the team in some sort of Scooby Doo partnership.
The partnership is set for three years, effective now through April 1, 2020, opportunely timed for U.S. Ski Team, U.S. Snowboard Team and U.S. Freeski Team athletes to carry the High West brand to the international stage of the 2018 Olympic Winter Games in PyeongChang, South Korea, in February.
“We are proud to showcase High West Distillery as part of our growing family of partners,” said U.S. Ski & Snowboard president and CEO Tiger Shaw. “This is an opportunity to bring awareness to the already internationally known whiskey brand with whom we proudly share our Park City home.”
Through ongoing digital, print and broadcast media campaigns, along with a number of special events throughout the year, the new partnership gives U.S. Ski & Snowboard and High West Distillery a variety of occasions to mutually benefit from each other’s joint promotions. Now that sounds like SIN’s idea of fun…..
“It is an incredible honor to partner with U.S. Ski & Snowboard,” said High West Director of Marketing Justin Lew. “We look forward to working together to elevate both organizations’ reputations in our respective sport and spirit communities.”
U.S. Ski & Snowboard will, SIN has no doubt, have considered the extensive body of research on alcohol and sport and the consensus that shows that sponsorship of sports participants or athletes is associated with more hazardous drinking. They’ll certainly have read:
- O'Brien K, and Kypri K. Alcohol industry sponsorship of sport and hazardous drinking among New Zealand sportspeople. Addiction 2008; 103(12): 1961-6.
- O’Brien K.S., Miller P.G., Kolt G.S., Martens M.P., Webber A. Alcohol industry and non-alcohol industry sponsorship of sportspeople and drinking. Alcohol and Alcoholism 2011; 46: 210-13.
Utah’s first legal distillery since 1870, High West's passion is crafting delicious and distinctive whiskeys and helping people appreciate whiskey all in the context of our home, the American West. High West offers an outstanding collection of highly rated whiskeys in finer liquor stores, bars, and restaurants in 49 states throughout the U.S. and internationally.
High West was honored to receive Whisky Advocate’s prestigious Distiller of the Year award in 2016. The ultimate authority on whisky said, "High West delivers innovative and delicious whiskeys, expands the definition of what it is to be a distiller, and pioneered a successful new paradigm for craft distilling."
High West’s must-visit locations include our High West Distillery in Wanship, Utah, a 30,000 square foot world-class distillery and visitor center featuring educational tours and High West’s unique country-western cuisine; and the High West Distillery & Saloon in historic Old Town Park City, the world’s only ski-in gastro distillery that was voted “Best Park City Restaurant” by readers of City Weekly. It has received multiple accolades including a nomination for Best Bar by the James Beard Foundation, and a top-10 ranking on The Daily Meal’s list of 150 Best Bars in America.