Busch Pop-Up Shop Offers Limited Edition Merch (If You Can Find It)

By Joseph Myers

Pop-up shops and Anheuser-Busch have proven consistent news sources for us, so when we learned that they would be uniting for a limited-edition merch campaign, our promotional products- and beer-loving sensitivities hopped to attention. Beginning today, Busch is using Twitter to drop clues on the location of its "Pop-Up Schop," which, yes, will be held in a "secret forest location."

Pop-up destinations have become big players in companies’ quests to secure consumers’ favor, and since the summer will always have an affiliation with adult beverages, pairing its product with the concept of come-and-go shopping resounds as a masterstroke for Busch. The novelty comes through in the destination, as an undisclosed national forest will serve as the gathering spot for branded merch and beer buffs.

According to Marketing Dive, eager connoisseurs will learn this Friday where they can flock to enjoy the libations and have a chance to earn a lifetime supply of brews, a cabin getaway adventure and passes to national parks. Even though most of the attendees will not end up being able to enjoy can after can on Busch’s dime, everyone will walk away with products to commemorate the once-in-a-lifetime encounter.

Something big is popping up soon. Stay tuned. pic.twitter.com/OJS9eaOfBC

— Busch Beer (@BuschBeer) July 15, 2019

Along with the limited edition merch, the pop-up serves as yet another example of experiential marketing, giving Busch fans a memorable and unexpected way to interact with the brand. It will also help the company make a positive impact on the environmental footprint, promising that for each Schop guest, it will plant 100 trees across national forests.

Since the U.S. has 154 such protected spaces, it will be interesting to see how Busch divides up the planting process in the name of enhancing its standing as a beneficent business. It will also prove interesting to see how the campaign inspires any additional merch campaigns for the company as the summer winds down and consumers ponder which brews they will choose to complement their fall activities.