How The ‘West’ Is Won. Pulling Back The Curtain On High West's Innovation Strategy.
Jul. 7, 2025 at 9:32 AM
Utah’s first legal distillery since 1870, High West crafts distinctive whiskeys that represent the culture and terrain of the American West. Known for its award-winning portfolio, High West is especially celebrated for its limited-edition releases like The Noble Share, High Country American Single Malt, A Midwinter Night’s Dram, and Bourye. In this interview, Tara Lindley, the Director of Sensory QA & New Product Development at High West, talks about how High West balances innovation with market demand in a competitive and evolving spirits landscape and the collaborative relationship between product development and marketing. She also discusses how consumer insights shape new releases, and why strategic storytelling and education are essential for building loyalty, especially among younger, more selective drinkers.
