New Brand similar to Belmont launch in Alberta
Completed 8/7/2026, 9:11:57 PM
Q1. What kind of party is it? Where is the party?
I picture it as an intimate gallery opening after-party in a beautifully converted brick-and-beam loft in Calgary's East Village. It has polished concrete floors, warm ambient lighting, and minimalist mid-century design. The vibe is highly curated, relaxed but sophisticated, where everyone is there for the aesthetic and the conversation.
“It’s a gallery after-party in a brick-and-beam loft—very curated, low lighting, and high design.”
Q2. What brands are at this party?
Belmont is definitely the host—sleek, modern, and very put-together. Camel is there too, looking effortlessly cool, worldly, and artistic. Then you have brands like Du Maurier chatting in the corner, and maybe LD showed up, looking a bit out of place but totally unbothered by the high-end aesthetic.
“Belmont is hosting, Camel is the cool international guest, and LD is just happy to be there.”
Q3. What are they eating? What are they drinking?
They are drinking natural wines, orange wines, and carefully crafted classic cocktails like Negronis or mezcal sours. The food isn't heavy—it's small, visually striking plates, like artisanal charcuterie, local cheeses, and minimalist finger foods that look as good as they taste.
“Natural wines and Negronis, paired with small, visually striking plates of charcuterie.”
Q4. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD is probably in their mid-30s, agender or male-presenting, and works a practical, hands-on job like a carpenter or a warehouse manager. They’re a straightforward, no-nonsense person who doesn't care about trends. They’re dressed purely for comfort—a plain grey zip-up hoodie, worn-in denim, and work boots. No branding, no pretense.
“LD is in a plain grey hoodie and worn-in denim—completely unbothered by trends or aesthetics.”
Q5. Do they introduce themselves or wait to be asked?
They don't feel the need to aggressively introduce themselves to climb any social ladders, but they aren't shy either. They’d probably just walk up to the bar, grab a simple beer if they have it, and stand comfortably by the food table. If someone talks to them, they're friendly, but they won't initiate a conversation just to network.
“They won't network, they’ll just stand comfortably by the bar and chat if someone approaches.”
Q6. Who do they choose to talk to? Who do they avoid?
LD would gravitate toward other practical, down-to-earth brands like Player's or Export 'A'—people they can have a straightforward, uncomplicated chat with. They’d definitely avoid Belmont or Benson & Hedges. They'd find the constant talk about design, curation, and premium lifestyle a bit exhausting and unnecessary.
“They’d talk to Player's or Export 'A' and stay far away from Belmont's design-obsessed circle.”
Q1. What kind of party is it? Where is the party?
Honestly, this is an after-hours backyard party at a rented house, or maybe a casual kitchen staff get-together in a basement suite. It is low-key, relaxed, and a bit chaotic, with music playing out of a portable speaker and everyone just trying to wind down after a long shift.
“It is low-key, relaxed, and a bit chaotic, with music playing out of a portable speaker.”
Q2. What brands are at this party?
You have got Next and Canadian Classics hanging out together by the back steps, being super laid back. LD is there too, chilling near the cooler. Then you have got a couple of premium brands like Belmont or Benson & Hedges who showed up, but they look a bit out of place and worried about getting dirt on their nice outfits.
“Next and Canadian Classics are hanging out together by the back steps, being super laid back.”
Q3. What are they eating? What are they drinking?
They are drinking cheap domestic tallboys or whatever lager was on sale at the liquor store, and eating cheap delivery pizza or basic potato chips. Nobody is spending a fortune on fancy craft cocktails or catered food here; it is all about what is cheap and gets the job done.
“Nobody is spending a fortune on fancy craft cocktails or catered food here.”
Q4. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD is probably around 22, pretty gender-neutral or polygender, working a busy retail or kitchen job. They are wearing a faded black zip-up hoodie, worn-in jeans, and beat-up skate shoes. They are tired from working a long shift but totally down-to-earth, practical, and not trying to impress anyone with flashy labels.
“They are tired from working a long shift but totally down-to-earth, practical, and not trying to impress anyone.”
Q5. Do they introduce themselves or wait to be asked?
They would definitely wait to be asked. LD is not the type to push their way into a conversation or try to command the room. They are content just standing by the cooler, but if you walk up and say hi, they are immediately friendly and easy to talk to.
“LD is not the type to push their way into a conversation... they are content just standing by the cooler.”
Q6. Who do they choose to talk to? Who do they avoid?
LD is going to choose to talk to Next and Canadian Classics because they are on the same level and do not care about status. They would definitely avoid the premium brands who are standing in a tight circle talking about their expensive apartments or fancy jobs.
“They would definitely avoid the premium brands who are standing in a tight circle talking about their expensive apartments.”
Q1. What kind of party is it? Where is the party?
I'd picture this as a backyard bonfire or a garage hangout after a hard day's work. It's in a gravel driveway or a backyard in a working-class neighborhood in Calgary, with people sitting on tailgates, wood pallets, and cheap lawn chairs around a fire pit. It's very relaxed and rugged.
“Just a bunch of guys after a long shift on the site, sitting around a fire pit in a gravel driveway.”
Q2. What brands are at this party?
You've got the heavy hitters like Export A hosting, being the rugged guy everyone respects. John Player is there too, leaning against a truck tailgate, reliable and steady. Then you have LD showing up, standing a bit to the side, along with some other everyday value brands trying to fit in.
“Export A is definitely the guy everyone respects, and John Player is there just being reliable.”
Q3. What are they eating? What are they drinking?
Nothing fancy at all. They're eating cheap burgers and hot dogs cooked right over the open fire, maybe some chips out of a big bag. For drinks, it's strictly domestic beer—like Pilsner or Canadian—pulled straight out of a plastic cooler filled with ice.
“It's strictly domestic beer pulled straight out of a plastic cooler.”
Q4. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD looks like a young guy, maybe 20 or 21, working as a general laborer or a first-year helper on a framing crew. He's a decent, no-nonsense guy but clearly budget-conscious. He's wearing basic, dusty work pants, a plain t-shirt, and scuffed boots—nothing high-end or branded.
“He's a decent, no-nonsense guy but clearly budget-conscious, wearing basic dusty work pants.”
Q5. Do they introduce themselves or wait to be asked?
He definitely waits to be asked. He's not trying to be the center of attention or prove anything to anyone. He just quietly grabs a spot by the fire, cracks a beer, and waits for the conversation to come to him naturally.
“He's not trying to be the center of attention. He just quietly grabs a spot by the fire.”
Q6. Who do they choose to talk to? Who do they avoid?
He'd choose to talk to John Player because they're both practical, down-to-earth, and don't put on airs. He'd probably avoid the flashy, overpriced premium brands that act like they're too good for a simple backyard get-together.
“He'd talk to John Player because they're both practical, and avoid the flashy brands that act too good for a backyard.”
Q1. What kind of party is it? Where is the party?
I imagine a very quiet, curated gathering in a minimalist, sunlit loft with high ceilings and mid-century modern furniture—perhaps in a historic building downtown. There is soft indie-folk or jazz playing in the background, and the atmosphere feels very relaxed, like a slow afternoon study break where everyone has space to breathe and talk without shouting over loud music. It is less of a wild party and more of an intimate, aesthetic salon where people can just have reflective, genuine conversations.
“I picture it in a sunlit loft with high ceilings... where everyone has space to breathe and talk.”
Q2. What brands are at this party?
At this gathering, you have Vogue, who arrived looking incredibly chic and elegant, wearing a silk scarf and sipping something delicate. Matinée is also there, sitting in a comfortable armchair near the window, very polite, understated, and reading a vintage poetry book. Then you have some of the louder, more utilitarian brands like LD or Player's, who are standing closer to the kitchen counter, looking a bit more rugged and practical, almost out of place in such a quiet, aesthetic setting.
“Vogue is looking incredibly chic and elegant... while Matinée sits near the window reading a book.”
Q3. What are they eating? What are they drinking?
They are keeping things very light and refined. There are delicate cucumber sandwiches, fresh fruit skewers, and maybe some French macarons on ceramic plates. For drinks, instead of anything heavy or harsh, people are sipping sparkling water infused with cucumber and mint, light white wine, or perhaps a beautifully brewed Earl Grey tea cocktail. It is all about subtle, clean flavors that do not overwhelm the senses.
“People are sipping sparkling water infused with cucumber... subtle, clean flavors.”
Q4. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD feels like a practical, no-nonsense man in his late 20s or early 30s. He probably works a hands-on, everyday job like construction or carpentry. He is dressed very simply—just a plain grey t-shirt, worn-in blue jeans, and durable work boots. He does not care about trends or vintage aesthetics; he is purely utilitarian, honest, and down-to-earth, though perhaps a bit rough around the edges compared to the more delicate guests.
“He is dressed very simply... purely utilitarian, honest, and down-to-earth.”
Q5. Do they introduce themselves or wait to be asked?
LD would not wait for an elaborate introduction, but he also wouldn't try to command the room. He would just walk in, grab a simple drink, and stand comfortably by the counter. If someone speaks to him, he will introduce himself bluntly and directly with a simple nod and a handshake, without any pretense or trying to sound poetic. He is just there, comfortable in his own skin, not trying to impress anyone.
“He would just walk in, grab a simple drink... comfortable in his own skin.”
Q6. Who do they choose to talk to? Who do they avoid?
LD would choose to talk to other straightforward, practical brands who value utility over appearance, like Pall Mall or Next. They would probably chat about work or sports in a very casual way. He would actively avoid highly stylized, premium brands like Vogue or even Matinée, probably finding their focus on elegance, design, and subtle details to be a bit pretentious or unnecessary for his everyday lifestyle.
“He would actively avoid highly stylized brands like Vogue... finding their focus on elegance a bit unnecessary.”
Q1. What kind of party is it? Where is the party?
I picture it as a casual house party that spills out onto a big backyard deck, maybe in a trendy but laid-back neighborhood like Lower Mount Royal here in Calgary. It's not a super exclusive VIP club, but it's got a really social, lively vibe with good music playing. Everyone's dressed up a bit but still relaxed, just looking to unwind after a long week of work.
“It's like a weekend backyard deck party—lively, stylish, but totally relaxed and not snobby.”
Q2. What brands are at this party?
You've got a mix of everyone. Player's is there, looking classic and chatting with everyone. Pall Mall is the fun, reliable friend who's practical and easygoing. Belmont is probably there too, acting a bit high-end and exclusive, while LD is the super budget-conscious guest who's just looking to have a good time without spending much.
“You've got Player's holding court, Pall Mall keeping it real, and Belmont acting a bit too fancy.”
Q3. What are they eating? What are they drinking?
They're drinking local craft beers, maybe some casual highballs or hard seltzers because they're easy. For food, it's not a fancy sit-down dinner—it's more like boxes of good local pizza, chips and dip, and maybe some sliders. Easy finger foods that you can eat while standing up and chatting.
“Craft beers, simple highballs, and plenty of pizza so everyone can keep mingling.”
Q4. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD feels like a guy in his late 20s or early 30s who works a hands-on job, maybe in construction or retail. He's a no-nonsense, practical guy who doesn't care about flashy labels. He's dressed super casually—just jeans, a plain t-shirt, and maybe a baseball cap. He's nice, but he's definitely not trying to impress anyone with his outfit.
“He's a practical, no-nonsense guy in jeans and a tee, not looking to show off.”
Q5. Do they introduce themselves or wait to be asked?
LD probably waits to be asked or just quietly slips into an existing circle of friends. He's not the type to walk up and make a big, loud introduction to a stranger, but if you start talking to him, he's perfectly friendly and down-to-earth.
“He won't make a big scene introducing himself, but he's easy to talk to if you approach him.”
Q6. Who do they choose to talk to? Who do they avoid?
He'd definitely hang out with Pall Mall because they're both down-to-earth and understand the value of a dollar. He'd probably avoid brands like Belmont or du Maurier—he'd find them a bit too pretentious or snobby, and he wouldn't want to deal with anyone looking down on him for keeping things simple.
“He'd vibe with Pall Mall but stay far away from the fancy Belmont crowd.”
Q1. What kind of party is it? Where is the party?
I picture an elegant, structured cocktail party held at a sleek, modern rooftop lounge downtown. It has a very polished, exclusive feel with clean lines, soft jazz playing in the background, and a beautiful view of the city skyline—definitely not a chaotic house party. It feels like a rewarding escape after a long, demanding week.
“It’s a polished, exclusive rooftop lounge downtown with a very structured, elegant vibe.”
Q2. What brands are at this party?
The hosts of the party are definitely du Maurier and Benson & Hedges, looking very poised and holding court in the VIP section. They represent the established, premium crowd. Some of the discount and budget brands, like LD or Next, are there too, but they are mostly hanging out near the entrance or the bar, trying to blend in with the more refined guests.
“The premium brands like du Maurier and Benson & Hedges are hosting, while budget names like LD stay near the door.”
Q3. What are they eating? What are they drinking?
They are serving finely curated charcuterie boards with artisanal cheeses, fresh grapes, and prosciutto. To drink, there are classic gin and tonics, dry martinis, and premium red wine. You won't find cheap draft beer or basic chips and dip at a gathering like this; everything is chosen for its quality and presentation.
“We're talking artisanal charcuterie and classic gin and tonics, not cheap beer and chips.”
Q4. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD looks like a young guy in his early 20s, probably working a casual retail job or a basic gig economy role. He's dressed in fast-fashion—like a generic hoodie, plain jeans, and slightly scuffed sneakers. While he is perfectly friendly, he completely lacks that polished, professional edge and looks a bit out of place next to the tailored, sophisticated crowd.
“LD is a young guy in fast-fashion who looks a bit out of place next to the more tailored, professional crowd.”
Q5. Do they introduce themselves or wait to be asked?
LD doesn't wait to be asked; he just sort of awkwardly walks up to groups and introduces himself with a loud, casual 'hey.' He's trying a bit too hard to show he belongs at a premium venue, rather than letting his quality or presence speak for itself. It comes across as slightly insecure.
“He awkwardly barges into conversations, trying way too hard to prove he belongs.”
Q6. Who do they choose to talk to? Who do they avoid?
LD really wants to talk to the premium brands like Benson & Hedges and du Maurier to elevate his own standing, but they politely nod and eventually drift away to find more familiar company. Because of that, LD avoids the intimidating, high-end crowd after a while and sticks to talking with other budget brands near the bar where he feels less judged.
“He tries to chat up Benson & Hedges but gets politely brushed off, so he retreats to the other budget brands.”
Q1. What kind of party is it? Where is the party?
I picture it as a super casual backyard house party or maybe a garage hang-out in a suburban neighborhood like Shawnessy. It's the kind of party where people bring their own drinks, sit on lawn chairs around a fire pit, and just want to unwind after a really long, demanding work shift without spending a ton of money. It's totally relaxed and not trying too hard to be fancy.
“It's a casual backyard house party... the kind where you sit on lawn chairs and just want to unwind after a long shift.”
Q2. What brands are at this party?
You definitely have Camel North and Philip Morris there, hanging out together because they're reliable, recognizable names but they don't cost a fortune. LD is absolutely there too, along with Pall Mall and maybe Next. It's a crowd of practical, everyday brands that people choose when they want something decent but are strictly watching their budget.
“You've got Camel North and Philip Morris there... practical, everyday brands that people choose when they're watching their budget.”
Q3. What are they eating? What are they drinking?
They're keeping it pretty basic and affordable. People are drinking whatever domestic beer is on sale, like Pilsner or Kokanee, or maybe some cheap cider. For food, nobody's ordering gourmet catering—it's chips with dip, maybe some cheap takeout pizza, or just hot dogs thrown on the grill. It's comforting, simple, and cheap.
“They're drinking whatever domestic beer is on sale... and eating chips with dip or cheap takeout pizza.”
Q4. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD looks like a guy in his early 20s, maybe 22. He probably works a practical, entry-level job like an apprentice mechanic or a retail associate. He's a really down-to-earth, sensible guy who doesn't feel the need to show off. He's dressed super casually in a plain dark zip-up hoodie, some worn-in jeans, and clean but basic sneakers.
“LD is a guy in his early 20s... a down-to-earth, sensible guy who doesn't feel the need to show off.”
Q5. Do they introduce themselves or wait to be asked?
LD doesn't try to be the absolute center of attention, but he isn't shy or hiding in the corner either. He'll wait a bit to see who is around first, but once he's standing by the beer cooler or the fire pit, he'll easily introduce himself with a simple nod and a handshake. He's straightforward and easy to talk to.
“He'll wait a bit to see who is around... then easily introduce himself with a simple nod.”
Q6. Who do they choose to talk to? Who do they avoid?
He chooses to talk to Camel North and Philip Morris because they're on the exact same page about keeping things practical, reliable, and budget-friendly. He definitely avoids the super premium, high-maintenance brands like Benson & Hedges or Du Maurier, who look like they're too good for a backyard plastic-chair hangout and would probably judge him for trying to save a buck.
“He avoids the super premium, high-maintenance brands... who look like they're too good for a backyard plastic-chair hangout.”
Q1. What kind of party is it? Where is the party?
I picture this as a casual weekend backyard barbecue at a semi-detached house. It is not a high-end cocktail lounge, but it is also not a chaotic college basement party. It is organized, structured, and practical—just a solid, reliable get-together where people can unwind after a busy week of work.
“It's the kind of party where things are run smoothly, nothing too flashy, just a dependable weekend hangout.”
Q2. What brands are at this party?
You have Peter Jackson and Vantage hanging out together near the patio—they are the reliable, middle-of-the-road guys who bring consistent quality without showing off. There is a premium brand standing near the house looking a bit too expensive for the occasion, and then a super-cheap discount brand sitting on a plastic cooler by themselves.
“My usuals, Peter Jackson and Vantage, are right in the middle of the yard, keeping things balanced.”
Q3. What are they eating? What are they drinking?
They are eating standard, flame-grilled cheeseburgers and potato chips. It is not gourmet wagyu beef, but it is definitely not those cheap, mystery-meat hot dogs either. To drink, they have got a solid, dependable Canadian lager or domestic draft beer. It is all about getting good, reliable quality without paying a premium markup.
“Good, honest food and a decent domestic beer. You get exactly what you pay for, and it gets the job done.”
Q4. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD looks like a guy in his late 20s, maybe 28 or 30, working a straightforward job like a warehouse supervisor or a practical trade. He is a no-nonsense, highly pragmatic guy who is dressed in a simple, durable dark t-shirt and jeans. He is clean-cut but completely unpretentious; he does not care about fancy labels, just utility and reliability.
“He's dressed for utility—plain jeans and a t-shirt. No flashy logos, just straightforward and reliable.”
Q5. Do they introduce themselves or wait to be asked?
LD definitely waits to be asked or just naturally blends into an ongoing conversation. He is not going to push his way to the front of the room or make a loud, flashy introduction. He is low-maintenance, quiet, and content to let his consistent, steady presence speak for itself.
“He doesn't need to shout to get noticed. He just grabs a drink and joins the circle when there's a gap.”
Q6. Who do they choose to talk to? Who do they avoid?
LD chooses to talk to Peter Jackson and Vantage because they share that same middle-ground, practical outlook on life where you want decent quality without getting ripped off. He actively avoids the high-end, premium brands who are standing around talking about luxury and status, because he finds that kind of talk unnecessary and overpriced.
“He hangs out with the guys who understand real value, and stays away from the ones trying to sell you a fancy name.”