# Barbecue-Paired Whisky Ventures Grant’s Blended Scotch Whisky, Calgary’s Brewery & Beast Partner By Kalin Ned | Published 2026-08-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/calgarys-brewery References: [breweryandthebeast](https://www.breweryandthebeast.com/calgary)  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](https://www.trendhunter.com/trends/springinspired-cocktail-recipes). 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 ## Trend Insights (Trend Hunter) - Score: 8.2/10 - Popularity: 72% | Activity: 82% | Freshness: 91% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### 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. ## Related on Trend Hunter - [Cold-Weather Whisky Cocktails](https://www.trendhunter.com/trends/coldweather-whisky-cocktail.md) - [Limited-Edition Single Malts](https://www.trendhunter.com/trends/first-cut-cigar-blend.md) - [Single Cask Whisky Collection](https://www.trendhunter.com/trends/that-boutiquey-whisky.md) - [Fall-Ready Scotch Whisky Selections](https://www.trendhunter.com/trends/colder-months.md) - [Limited-Edition Bourbon Whiskies](https://www.trendhunter.com/trends/bourbon-whisky.md) - [Bourbon Japanese Whisky Blends](https://www.trendhunter.com/trends/single-malt-japanese-blend.md) - [Aged Bourbon Tiers](https://www.trendhunter.com/trends/wilderness-trail.md) - [Social Persona-Liked Whisky Cocktails](https://www.trendhunter.com/trends/social-persona.md) - [Flavor-Fused Whiskys](https://www.trendhunter.com/trends/glenlivet-rum-and-bourbon.md)