Busch’s ‘Pop Up Schop’ hidden in a national forest offers the chance for free beer for life

Pop-up shops are ubiquitous in urban landscapes, but less so in the middle a forest. But that’s where Busch beer plans to open its first ‘Pop Up Schop’ for fans of the sudsy beverage.

The brand, known for its rugged Busch Guy, has decided to hide a pop-up shop in a US National Forest somewhere in the US on 20 July, and it’s funnelling people to social media to find clues as to its whereabouts. The location of the Busch ‘Pop Up Schop’ will be revealed via the Busch Twitter account (@BuschBeer) in the week leading up to the opening. Those who decipher the clues will be rewarded with prizes from Busch, including beer for life.

“We wanted to take the concept of the traditional pop-up shop and flip it on its head in a very Busch way,” said Daniel Blake, senior director at Anheuser-Busch. “Busch has the best fans out there who are always up for a little challenge, so we know they’ll be out in the forest finding our hidden ‘Schop’. The chance to win beer for life also doesn’t hurt.”

Hidden in a National Forest somewhere in the continental US, Busch will begin releasing clues on Twitter 16 July, slowly revealing the Schop’s location leading up to the final reveal on 19 July. Hosted by the Busch Guy himself, there will be no price tags on any items in the Schop, and all visitors will have the chance to win a series of prizes, including America the Beautiful passes to National Parks, a cabin getaway for four, Busch branded coolers koozies, flannels and more.

The Busch Pop Up Schop, with creative by Lucky Generals, will be open on July 20 only, from 10am to 5pm in its local time zone. Everyone who comes to the 'Schop' will submit an entry form upon arrival and automatically be entered via raffle for a chance to win prizes. Items for giveaway will be available while supplies last.

As part of its ongoing partnership with the National Forest Foundation (NFF), Busch has also pledged to plant 100 trees in a national forest for every visitor who arrives at the Schop. The pledge is part of the Anheuser-Busch family of brands’ continued commitment to creating a better world and will help the NFF move towards its goal of planting 50m new trees in America’s forests by 2023.

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