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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.