Travel Alberta and AGLC Invite Albertans to “Raise a Glass to Alberta” this summer

Travel Alberta and Alberta Gaming, Liquor and Cannabis (AGLC) have joined forces to launch "Raise a Glass to Alberta," a spirited campaign running from May 5 to June 15 that invites Albertans to toast the province’s vibrant craft beverage scene while supporting local producers and exploring the best of Alberta.

Throughout the campaign, Albertans can visit raiseaglassab.ca to discover local beverage producers, explore tasting opportunities, and plan getaways that pair perfectly with a sip of something new. Whether it’s an award-winning flower wine from the Foothills, a crisp lager brewed in the Badlands, or a honeyed mead from the prairies, there’s a local pour for every palate. From mineral-rich mountain spring water to globally renowned barley and wheat, Alberta’s natural resources and innovative makers are putting the province on the map, one glass at a time.

Albertans and visitors alike are engaging with local brewers and distillers beyond the shelves of the liquor store. Many local breweries and distilleries in Alberta also offer the opportunity to get up-close-and-personal with their products, offering tours and tastings, classes, and demonstrations.
For example, now in its ninth year of production and with several award-winning whiskies under its belt, Eau Claire Distillery in the Diamond Valley welcomes visitors to experience the unique history of whisky runners during the prohibition era in Alberta.

At Rig Hand Distillery, south of Edmonton, visitors can tour a working farm, gaining firsthand experience of spirits being distilled from grain to glass.
This summer, the “Raise a Glass to Alberta” campaign will remind Albertans that supporting the local economy starts with a single sip.

Quick Facts

• According to the Beer Tourism Market Report from Brewer’s Journal Canada, the global beer tourism market was valued at 10.58B USD in 2023, and is expected to reach 19.71B by 2029.
• Alberta has nearly 250 liquor small and large liquor manufacturers that produce a variety of products including beers, wines, refreshment beverages, ciders and mead.
• Alberta manufacturers regularly win national and international awards for their products:
  • Anohka Distillery won World’s Best New Make & Young Spirit at the 2024 World Whiskies Awards
  • 2024 Canadian Brewing Awards included 30 products by Alberta brewers
  • 2023 World Gin Awards recognized three Alberta distillers for their products
• Currently there are over 10,000 Alberta-made liquor products at local liquor retailers across the province.
• The campaign is airing in Calgary, Edmonton, Medicine Hat, Lloydminster, Red Deer, Lethbridge, Fort McMurray, and Grande Prairie.

Additional quotes

“Alberta is bursting with bold entrepreneurs, brilliant innovators, and visionary creators. In every corner of the province, hidden gems await—and this campaign offers a glimpse of the incredible made-in-Alberta products and experiences waiting to be discovered.”
- Joseph Schow, Minister of Tourism and Sport

“Alberta’s liquor industry is home to world-class entrepreneurs who turn local ingredients into award-winning products and unforgettable experiences. Through this campaign, we’re proud to raise a glass to the nearly 250 breweries, distilleries, and wineries that not only fuel economic growth but also embody the spirit of innovation and pride that defines Alberta.”
- Dale Nally, Minister of Service Alberta and Red Tape Reduction