Busch Beer has hidden a pop-up bar deep in the woods of a national forest and is calling on adventurers to seek it out. Anybody who finds the "Pop-Up Schop" on Saturday (July 20) will get to enjoy free beer from 10 a.m. to 5 p.m. local time. They will also be holding a raffle where one lucky person will win free beer for the rest of their life.
"We wanted to take the concept of the traditional pop-up shop and flip it on its head in a very Busch way," Daniel Blake, senior director of U.S. value brands at Anheuser-Busch, said in a statement. "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."
In addition to giving away free beer, Busch promised to plant one hundred trees for every person who shows up. The beer company is helping the National Forest Foundation with their goal of planting 50 million trees by 2023.
To help people find the bar, which is hidden somewhere in the 295,000 square miles of national Forests, Busch is giving hints to the location on Twitter.