Estes Park’s Whiskey Warm Up festival returns on Saturday, March 7, bringing hundreds of whiskey enthusiasts together for an afternoon of tastings in the heart of downtown. The event runs from 1 to 4 p.m. at George Hix Riverside Plaza and will feature more than 35 Colorado distilleries pouring small-batch bourbons and other whiskey expressions.
Though tasting tickets sold out weeks before the event, the plaza will remain open to the public, allowing visitors to explore vendors, listen to live music, and purchase bottles from participating distilleries. Maddie Hodge, special events coordinator for the Town of Estes Park and event organizer, believes the rapid sellout reflects the event’s growing popularity.
“We, for the first time in years, sold out almost a month before the event,” Hodge said. “Demand this year was wild.”
The Whiskey Warm Up began in 2013 as a small gathering with just a handful of distillers. Over the past decade, the festival has grown alongside Colorado’s booming craft distilling industry.
“When it first did, there were only five distillers, so it was very local and very small,” Hodge said. “It’s obviously really grown since then. Whiskey Warm Up attracts a large number of craft distillers, breweries, and people in the craft spirits industry, particularly from the west in Colorado, so the event has grown significantly.”
This year’s event will have approximately 630 registered attendees, including distillers, with an additional waitlist of over 100 people hoping for last-minute tasting ticket availability. Despite its popularity, organizers have purposefully kept the festival small. The outdoor setting at George Hix Riverside Plaza, surrounded by historic downtown buildings and local businesses, contributes to the event’s unique character.
“It’s outside, and it’s winter, so people get really excited to embrace the elements,” Hodge said. “Being in the heart of Estes in a very small venue, George Hix Plaza, it’s very tight, very community-oriented, and really has a lot of spirit.”
Visitors travel from across the United States, and occasionally overseas, to attend the event. Hodge said she has even seen attendees from Europe and Scotland make the trip. The festival highlights not only whiskey but also the community atmosphere of Estes Park, a town whose identity is closely tied to Rocky Mountain National Park.
“People come from all over just for the national park, and so Estes itself has a unique spirit and a unique essence about it,” Hodge said. “The people who live here really are community-oriented; they really try to stick together.”
While tasting wristbands are limited to ticket holders, the plaza remains a public space during the event. Visitors can still walk through the festival area, browse vendors and support nearby businesses such as Inkwell & Brew, Raven’s Roast, Nepal’s Cafe, and Outdoor World.
“We’re not hindering people from flowing through,” Hodge said. “It’s a public space, and there are some fantastic businesses in the plaza that you can visit during the event. People can also buy bottles; they just can’t taste and sample.”
Organizers have also designed the event to offer activities for visitors who are not drinking, including designated drivers accompanying friends or partners.
“The way I like to approach events is that I want to give everyone something,” Hodge said. “Some people will bring their partner or best friend, and they’re the designated driver. I want to make sure that designated driver also has a good time.”
This year’s festival includes live performances from Cowboy Brad and the Estes Park-based band Stepmother Nature, along with food options such as Bavarian pretzels and brisket sandwiches. Guests can also play outdoor games like cornhole while enjoying the winter setting.
One of the newest additions to the festival is an on-site barbershop experience hosted by Gail of the Village Barber, offering beard trims and haircuts inspired by classic tavern traditions. “We’re going to be doing old-style tavern beard trims and haircuts while people have their favorite sample of whiskey,” Hodge said.
Because alcohol is involved, organizers emphasize safety and accessibility. The Town of Estes Park will offer free shuttle service connecting the event with lodging partners, including the Quality Inn near Rocky Mountain National Park, Holiday Inn Estes Park, and Black Canyon Inn. The service helps reduce parking congestion and encourages safe transportation for festivalgoers.
Beyond the festivities, Hodge said the event also provides an economic boost to the local community. Visitors often stay for multiple nights, dining at restaurants, shopping downtown and exploring Rocky Mountain National Park while they are in town.
“All of that tax revenue, all of those sales that are happening at the event,” Hodge said, “in the larger scope, is what drives community efforts and ways that the town can support our town and the local economy.”
Although demand continues to grow, organizers say the festival will likely remain in its current location for the foreseeable future. Capacity limitations and safety considerations restrict attendance to roughly 600 people, but the intimate setting is also part of the event’s appeal.
“There is a magical essence, especially when it starts to snow in George Hix Plaza and everyone’s together around the fire pits,” Hodge said. “It’s more than just whiskey. It’s community.”