Grant’s Blended Scotch Whisky has partnered with Calgary’s Brewery and the Beast festival, a premier barbecue and drink event featuring over 60 award-winning restaurants and live-fire cooking, to showcase its Triple Wood expression through two curated cocktails. These include the Calgary Smash, made with honey, lemon, Alberta honeyberries, and mint, and a Whisky & Cola elevated with fresh orange. As part of the venture, the company also boasts neat sampling opportunities. All of these whisky-focused activations are designed to complement the smoky, bold flavours of the festival’s offerings.
Grant’s Blended Scotch Whisky's Triple Wood is created using three distinct cask types — Virgin Oak for warm spice, American Oak for soft vanilla, and Bourbon Refill for brown sugar sweetness. This makes for a smooth, approachable whisky with notes of vanilla, spice, and subtle sweetness that make it versatile enough to enjoy neat, over ice, or in cocktails.
Image Credit: Grant’s Blended Scotch Whisky
What's Driving This Trend
- Barbecue-paired Spirits
- Smoky live-fire dining environments are creating new space for spirits brands to position whisky as a complementary culinary pairing rather than a standalone beverage.
- Festival Cocktail Activations
- Experiential drink formats at food festivals are reshaping brand discovery by blending sampling, mixology, and localized flavor ingredients into immersive consumer touchpoints.
- Approachable Whisky Experiences
- Smooth, cocktail-friendly whisky expressions are lowering entry barriers for casual drinkers while expanding premium spirits consumption beyond traditional neat pours.
Who This Affects Most
- Alcoholic Beverages
- Whisky producers are finding growth potential in occasion-based partnerships that connect product profiles to specific food cultures and social settings.
- Food Festivals
- Large-scale culinary events are becoming strategic platforms for beverage collaboration as brands seek high-engagement environments with adventurous consumers.
- Hospitality Marketing
- Branded tasting moments and curated cocktail menus are expanding experiential marketing models through sensory pairings that link flavor, atmosphere, and lifestyle identity.
