Free Trend Report Free 2019 Report & eBook

Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book. Our Research Methodology

This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.

The Mumford & Sons Pop-Up Bar Launches a New Album and an Exclusive Beer

 - May 7, 2015
References: &
For a limited time, the Newtown Hotel in Sydney will be transformed into the Mumford & Sons Pop-Up Bar to mark the release of the band's newest album. Since the 'Wilder Mind' album is reflective of the band's departure from the folk category into alternative rock, fans will be treated to more than just new sounds from the band as part of an immersive multi-sensory experience.

The pop-up space will host live performances, DJ sets, art murals created by local artists, 3D album art displays and sessions for pre-release album listening, providing tons of things to see, hear and touch. Cocktails and whiskey tastings will also be part of the event, but fans who really want to get a sense of the flavor of the new Mumford & Sons album can enjoy the Wilder Mind Ale created exclusively for the event.

The ale that shares most of its name with the new album was made by local bar called Young Henrys, which is the only place it will be made available outside of the pop-up.