Brewdog’s spirits company is building a secret gin bar in Scotland

Brewdog Distilling Co, the spirits arm of craft beer giant Brewdog, is leading consumers to a secret pop-up bar in a remote location in Scotland this week.

The Lonewolf gin bar will be concealed in a “remote Scottish location,” according to the brand, between the 19 and 20 September. The bar has been created in partnership with the private Portnellan Estate.

Daily clues as to the bars whereabouts will be revealed on Lonewolf’s Instagram and Twitter feeds, using the hashtag #wheresthewolf.

In addition, the first five people to find the bar will be offered a year’s supply of Lonewolf gin.

The scavenger hunt is similar to a stunt AB InBev-owned Busch Lager pulled earlier this year. Busch opened a pop-up store in the middle of a national forest in the US in July, offering hikers who successfully tracked down the activation the chance to win a lifetime supply of beer.

David Gates, the MD of the LoneWolf brand, said Brewdog Distilling Co’s marketing team “wanted to take the idea of a pop up and turn it on its head, using it as an opportunity to take visitors on a journey of discovery, through piecing the clues together, and the event we will be hosting at the other end.”

He added that the bar itself is “rooted in the nature that has so inspired LoneWolf, giving us the unique opportunity to combine our inspiration with our product.

“We’re looking forward to taking everyone who finds us on the journey from grain to glass.”

LoneWolf Gin is on-sale in Waitrose, Asda and all UK Brewdog bars for RRP £25.

Brewdog, which was named as one of the fastest-growing beer brands in the world by BrandFinance this year, hired former Diageo director and Johnnie Walker veteran David Gates to manage its spirits label in January 2019.