# At-Home BBQ Cook-Alongs Ardbeg & YouTube's DJ BBQ are Hosting Online Cooking & Cocktail Sessions By Laura McQuarrie | Published 2020-07-27 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/cook-along References: [campaignlive](https://www.campaignlive.co.uk/article/scotch-whisky-brand-ardbeg-hosts-bbq-cook-along-cocktail-making/1690266) & [youtube](https://www.youtube.com/watch?v=iF-3XeGREF8&feature=emb_title) To educate, engage and unite drinkers who are missing out on being able to visit their favorite local spots in person, many brands are creating virtual experiences, including [Ardbeg](https://www.trendhunter.com/trends/ardbeg-spectacular) with its virtual BBQ cook-along. The single-malt whisky brand is teaming up with [YouTube](https://www.trendhunter.com/trends/the-shop-lineup) chef DJ BBQ for a cooking and cocktail-making series that give people a better sense of how to create [smoky Ardbeg cocktails](https://www.trendhunter.com/trends/single-malt-cocktails) to pair with food. As part of the Ardbeg Smoke Sessions campaign, the brand is going after the "new, young, non-traditional whisky-loving market," especially those who are attracted to big and bold flavor experiences. On Instagram, live sessions are being shared to introduce Ardbeg-based cocktails and different BBQ dishes. One part of the series shares how to smoke a side of salmon on an open fire and match it with Ardbeg's own take on the classic Bloody Mary. Image Credit: Ardbeg ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 20% | Activity: 62% | Freshness: 9% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Virtual Cooking Experience:** As the pandemic continues, companies are creating more virtual cooking experiences as a way to engage customers who are unable to dine out or attend in-person events. - **Food and Cocktails Pairing:** Companies are focusing their attention on providing food and cocktails pairing recommendations as a way to enhance the customer experience and create value for their products. - **Influencer Marketing:** As traditional marketing methods become less effective, influencer marketing continues to gain traction as an innovative and effective way to reach potential customers. ### Sectors Adopting This - **Alcohol:** The alcohol industry can utilize virtual cooking experiences and food and cocktails pairing recommendations to enhance customer satisfaction and loyalty. - **Restaurant:** Restaurants can partner with influencers and create virtual cooking experiences to provide customers with an engaging and interactive dining experience at home. - **Marketing and Advertising:** Marketing and advertising companies can leverage the growing trend of influencer marketing and virtual experiences to help brands reach their target audience and increase brand awareness. ## Related on Trend Hunter - [BBQ Cocktail Kits](https://www.trendhunter.com/trends/bbq-cocktail-kit.md) - [QSR-Branded Smoked Whiskeys](https://www.trendhunter.com/trends/arbys-smoked-bourbon.md) - [Virtual Mixology Classes](https://www.trendhunter.com/trends/virtual-mixology-class.md) - [Whisky-Branded Summer Parties](https://www.trendhunter.com/trends/bastids-bbq-party.md) - [Grillable Cocktail Kits](https://www.trendhunter.com/trends/the-peoples-margarita-grilled-edition.md) - [Summer-Ready Elevated Cocktail Experiences](https://www.trendhunter.com/trends/summer-cocktail-culture.md) - [Whiskey BBQ Boxes](https://www.trendhunter.com/trends/grilled-distilled-tasting-box.md) - [Circus-Themed Whiskys](https://www.trendhunter.com/trends/ardbeg-spectacular.md) - [Creative Culinary Campaigns](https://www.trendhunter.com/trends/cook-different.md)