# Barrel-Honoring Whiskey Pop-Ups The Latest Glenmorangie Pop-Up Bar Has Opened in London's Soho By Rebecca Byers | Published 2016-03-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/glenmorangie-popup References: [eventmagazine](http://www.eventmagazine.co.uk/pictures-glenmorangie-unveils-new-beyond-cask-pop-up/brands/article/1386090) A new [Glenmorangie](https://www.trendhunter.com/trends/glenmorangie) pop-up bar has opened its doors in London's [Soho](https://www.trendhunter.com/trends/soho-whisky-club) to the delight of local whiskey connoisseur. The concept of the pop-up bar, which allows consumers to experience the brand's impressive roster of whiskies, is conceived as a celebration of the wooden barrel aging process that contributes so much flavor and character to the products. Designed and coordinated by Polar Black Events, the '[Beyond the Cask](https://www.trendhunter.com/trends/backtoschool-parent-trap)' pop-up boasts three different rooms aimed at providing three separate experiences. The Library room is designed for sipping and relaxing, while the second, a wood-adorned speakeasy, serves up cask-inspired cocktails and the Vault shows off some of the brand's rarer varieties. The first Glenmorangie pop-up bar launched in London in fall 2015 and was titled 'Unseen,' offering patrons and brand fans a glimpse at some of their rarest whiskies. ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 23% | Activity: 19% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Pop-up Whiskey Bars:** The rise of pop-up whiskey bars allows consumers to have unique experiences and explore different brands. - **Wood Barrel Aging:** The celebration of wood barrel aging process presents opportunities for innovative flavor profiles and aging techniques. - **Cask-inspired Cocktails:** The popularity of cask-inspired cocktails creates a demand for creative and unique whiskey cocktails. ### Industries Being Reshaped - **Hospitality:** The hospitality industry can take advantage of the trend by hosting pop-up whiskey bars and offering unique whiskey experiences. - **Alcoholic Beverages:** The alcoholic beverages industry can explore new flavor profiles and aging techniques by focusing on wood barrel aging. - **Mixology:** The mixology industry can innovate and create cask-inspired cocktails that elevate the whiskey drinking experience. ## Related on Trend Hunter - [New Year Whiskey Pop-Ups](https://www.trendhunter.com/trends/single-malt-scotch-whisky1.md) - [Major International Airport Pop-Ups](https://www.trendhunter.com/trends/popups-at-airport-hubs.md) - [Ornate Whiskey-Inspired Cafées](https://www.trendhunter.com/trends/macallan-harmony-caf.md) - [Speakeasy-Inspired Airport Pop-Ups](https://www.trendhunter.com/trends/black-ruby-popup.md) - [Festive Irish-Inspired Pop-Ups](https://www.trendhunter.com/trends/irishinspired-popup.md) - [Alcohol-Centric Pop-Ups](https://www.trendhunter.com/trends/makers-mark-bourbon.md) - [Boutique Cognac Pop-Ups](https://www.trendhunter.com/trends/martell.md) - [Airport Whiskey Pop-Ups](https://www.trendhunter.com/trends/house-of-suntory-and-lotte.md) - [Cherry-Themed Bar Pop-Ups](https://www.trendhunter.com/trends/phlur-and-space-nk.md)