High West Whiskey Run
Challenge
ABOUT THE PROJECT High West Distillery kicked off the High West Whiskey Run, the whiskey brand’s first-ever, nationwide mobile tour, at the base of the FIS World Championships halfpipe in Park City, Utah—officially, by way of a snowcat ride up the mountain. The high-end whiskey brand came to Manifold to create a distinctive, mobile tasting experience that told the High West story in a compelling way—energizing backyard whiskey aficionados, connoisseurs and tastemakers alike about the quality, craftsmanship and flavor of the American West.
Solution
The tour pays homage to Utah’s rail history with a whiskey saloon on wheels—a caboose train car that converts into a bar with a rustic, western aesthetic gleaned from High West’s very own Saloon and Distillery in Park City and Wanship, Utah. The Whiskey Train provided an unparalleled experience for athletes, ski and snowboard industry leaders and special guests looking to view one of the world’s most prestigious winter sports events, while sampling High West Distillery’s award-winning spirits. VIP guests bellied-up to the custom copper bar to learn about High West’s blending process under the glow of the custom saloon neon. Others relaxed in rustic, leather butterfly chairs and bar stools to watch the day’s competition from the one-of-a-kind vantage point on the train’s elevated viewing deck. Several features from the High West Saloon and Distillery served as inspiration for the design of the Whiskey Train, including a verdigris copper bar, a back bar wall featuring caged liquor bottles, green banker lights, old-fashioned neon and a horseshoe door knocker. Oak whiskey barrels adorned the entry experience while charred wooden beams supported the roof of the train car. A caboose ladder and stove pipe finished off the thoughtfully-designed caboose concept. Small design details reflective of Utah’s rich history included an image of the Wasatch Mountains printed directly on the caboose’s wooden siding in addition to a classic poster of a cowboy riding a bucking bronco and hollering “Yipee Ki-Yay!” (also the name of a High West rye whiskey product). A digital version of the vintage, split-flap sign from old train stations will feature custom messages tailored to each event. To reinforce brand awareness and education, a kiosk setup allowed attendees to sign up to receive information on special events and launch parties. At stops throughout the tour, the educational portion will expand to panel discussions, private tastings and food pairings with local chefs. The High West Whiskey Run tour will allow High West to broaden its culinary reach beyond its physical retail locations in Utah through nationwide participation in events in Austin, Los Angeles, Atlanta, Brooklyn, NY, Chicago, Portland, OR, and Louisville, KY.
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