# Temporary Supermarket Bars Goose Island Beer Co. Will Set Up Pop-up Beer Tastings in Tesco Stores By Katherine Pendrill | Published 2016-11-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/popup-beer-tastings References: [foodbev](http://www.foodbev.com/news/craft-brewer-goose-island-to-launch-hop-up-pop-up-in-uk-retail/) The craft brewer [Goose Island Beer Co.](https://www.trendhunter.com/trends/goose-island-beer) recently announced that it will be setting up a series of [pop-up beer tasting stands](https://www.trendhunter.com/trends/makers-mark-bourbon) in [Tesco](https://www.trendhunter.com/trends/reverse-supermarket) supermarkets across the UK. With many supermarkets looking for ways to make their stores more inviting and experiential, the new activation give customers a unique way to make grocery shopping a bit more fun. The pop-up beer tasting sessions will take place between November 19th and 29th at various Tesco stores across the UK. At each store, Goose Island will set up a tasting station to give customers a chance to taste its 312 Urban Wheat Ale and its Honker’s Ale. At several of these events, Goose Island will enhance the 'Happy Hour' experience with a VR experience that takes customers on a virtual tour of its hop farm in the Northern Idaho Valley and its barrel warehouse in Chicago. The immersive, in-store bar experience gives consumers a chance to learn more about craft beer and to understand what sets the Goose Island brand apart from its competitors. ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 95% | Activity: 94% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Experiential Supermarket Activations:** Creating pop-up tasting stands in supermarkets offers customers an immersive and unique shopping experience. - **Virtual Reality Enhancements:** Incorporating virtual reality technology into tasting events provides a novel way for customers to engage with the brand. - **Craft Beer Education:** Offering tastings and information about craft beer allows consumers to learn more about the product and appreciate its quality. ### Industries Being Reshaped - **Retail:** Supermarkets can benefit from incorporating experiential activations to attract and engage customers. - **Beverage:** The craft beer industry can leverage pop-up tasting events to introduce consumers to new brands and educate them about the brewing process. - **Virtual Reality:** Companies that specialize in virtual reality technology can partner with brands to enhance their customer experiences through immersive VR tours. ## Related on Trend Hunter - [Curated Craft Beer Stores](https://www.trendhunter.com/trends/craft-beer-stores.md) - [Refreshing Collaboration IPLs](https://www.trendhunter.com/trends/goose-on-the-loose-ipl.md) - [Personalized Pint Pop-Ups](https://www.trendhunter.com/trends/world-of-guinness.md) - [Discerning Drinker Pop-Ups](https://www.trendhunter.com/trends/fentimans-pop-up.md) - [Collaboration Beer-Infused Pizzas](https://www.trendhunter.com/trends/cheese-feast-pizza.md) - [Bodega Pop-Up Experiences](https://www.trendhunter.com/trends/taste-the-aloha-experience.md) - [Sensory Supermarket Pop-Ups](https://www.trendhunter.com/trends/a-very-aldi-holiday.md) - [Experiential Alcohol Pop-Ups](https://www.trendhunter.com/trends/cheoreom-x-krush-somaek.md) - [Festive Irish-Inspired Pop-Ups](https://www.trendhunter.com/trends/irishinspired-popup.md)