Busch Is Hiding a Pop-Up Bar 'Miles Away From Civilization'

The scavenger hunt to win free beer for life benefits the National Forest Foundation

Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.

A lot of brands are building pop-up shops, bars and other experiences in high-traffic places like New York City and Los Angeles, but one beer brand is sending adventurous types on an old-fashioned scavenger hunt deep inside a secret forest.

On July 20, Busch is hosting a “Pop Up Schop” in an undisclosed national forest that it hopes will help get people outside of the city and into the outdoors. While it’s hidden “deep in a national forest and miles away from civilization,” the brand plans to award a chance for free beer for life to anyone who can find it.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in