That's right—in a parody of exclusive, urban pop-ups, the beer brand is operating a location deep inside an unnamed National Forest for one day, complete with exclusive merch and the chance to win free suds for a year

Just when it seemed like pop-ups were starting to get boring, Busch is reinventing the form. On July 20, the beer brand will be hosting a one-day event with limited-edition merchandise and a giveaway of a year's worth of beer. The only catch? It's located deep inside an unnamed National Forest somewhere in America.

Busch

The Busch Pop-Up Schop (get it?) bills itself as the most exclusive pop-up in history, and it's hard to argue with the brand's logic. Unlike plenty of other urban locations, the brewery is catering to a more rural clientele with unfussy products and an outdoor focus.

Although the exact location will remain a secret, Busch will be dropping hints on its Twitter feed all week. The pop-up will only be open for seven hours, so fans of the brand will have to act quickly. And even though beer is probably reason enough to stop by, Busch will also be planting 100 trees for every single person that attends.

Busch


Lead image: Busch

Just when it seemed like pop-ups were starting to get boring, Busch is reinventing the form. On July 20, the beer brand will be hosting a one-day event with limited-edition merchandise and a giveaway of a year's worth of beer. The only catch? It's located deep inside an unnamed National Forest somewhere in America.

Busch

The Busch Pop-Up Schop (get it?) bills itself as the most exclusive pop-up in history, and it's hard to argue with the brand's logic. Unlike plenty of other urban locations, the brewery is catering to a more rural clientele with unfussy products and an outdoor focus.