High West: the power of cocktail comps for brands and bars
Cocktail competitions can create career-changing opportunities for participants. With the European final of the High West Mountain Bartender Experience Cocktail Competition taking place later this month, we look at the benefits for both brands and bartenders.
“The competition has become a cornerstone event for High West’s team and the brand’s dedicated following within the spirits community,” Christian Bottegal, senior director of sales for High West Whiskey, notes.
“It represents a strategic opportunity to transport the Rockies-based distillery experience to the Alps, showcasing Utah’s pioneering craft heritage while engaging Europe’s leading mixologists in meaningful brand immersion.”
Founded by David and Jane Perkins, the American whiskey distillery is locate in Park City, situated 7,000 feet above sea level in the Wasatch Mountains.
When the facility first opened in 2006, it became Utah’s first legal distillery since 1870. Then, in 2016, Constellation Brands acquired High West.
Over recent years, High West’s Alpine cocktail competition has become a coveted experience among the on-trade. The regional winners are invited to Chamonix-Mont-Blanc in the French Alps to try their hand at claiming the top title.
So, why France?
“The rationale is clear; with Park City not readily accessible to European trade, Chamonix provides the ideal platform to connect with key on-trade partners and equip them with the tools, knowledge and experiential understanding needed to communicate High West effectively to their consumers,” Bottegal shares. “High West’s identity is inextricably linked to both whiskey craftsmanship and mountain culture.
“For the brand team, the event delivers multiple strategic touch points: observing emerging trends in European mixology, evaluating innovative serves and ingredient pairings, strengthening relationships with trade partners, and fostering deeper engagement through shared mountain experiences. It’s brand-building and relationship cultivation in equal measure.”
What it takes to create a winning cocktail
Bartender Dennis Sadovyak, of The Wolseley Club in London, will represent the UK in the European final after claiming first place in the UK heat last November. He impressed the judges with his Manhattan-inspired cocktail, which comprised 40ml High West Whiskey Double Rye, 10ml Grand Marnier, 10ml Mozart Dark Chocolate Liqueur, and 10ml Amaro Averna.
Vitek Melichar, local brand ambassador for High West Whiskey, was one of four judges, who also included: Melita Kiely, editor-in-chief of The Spirits Business magazine; Tony Vega, co-founder of Odyssey, where the UK final took place; and Will Barker, bar manager and the winner of the competition’s London final 2024.
Melichar notes: “Dennis just lit up the room from the get-go. His presentation was entertaining and genuine, drink impeccably balanced. His enthusiasm and passion for the craft loud and clear.
“High West Symphony, his Double Rye-based Manhattan-style serve, boasts creativity as well as a comfortably familiar feel. Absolute legend and a well-deserved victory.”
Vega was equally enthused about the winning serve.
He added: “Dennis’s drink stood out for me: super confident delivery, really creative but still easy to drink. The torched peppercorns were a great touch too, [they] properly lifted the aroma and added a bit of theatre.
“[I] loved that it was basically a classic, Manhattan-style twist done in a modern, non-pretentious way, resonating with current industry trends.”
Words of wisdom
As much as competitions like High West’s bring benefits to bartenders, for the brand it’s very much a symbiotic relationship between the two.
“Bartenders are crucial to the success of High West as they act as the primary bridge between the brand and the end consumer. They directly influence purchasing decisions and shape perceptions – trends start in the on-trade.”
For all the finalists heading to Chamonix later this month, the UK judges had some final words of wisdom for the journey and contest ahead.
Melichar advises: “Make the most of the incredible experience. Have fun competing, but find time to enjoy the networking, skiing and experiencing the brand.
“Competitions-wise, prepare for all three stages. The food-pairing challenge or knowledge test make a difference on the score board.”
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Dennis Sadovyak wins UK leg of High West cocktail contest
