# Hidden Highland Bars BrewDog is Challenging Gin Lovers to Find Its Secret Bar in Scotland By Laura McQuarrie | Published 2019-09-21 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/secret-bar References: [campaignlive](https://www.campaignlive.co.uk/article/brewdog-plays-hard-hidden-bar/1660125) & [brewdog](https://www.brewdog.com/uk/lonewolf-gin) Those who visit the LoneWolf gin bar from [BrewDog Distilling Co.](https://www.trendhunter.com/trends/wonderland-canned-cocktails) will be treated to free LoneWolf gin but getting there won't be easy, as the brand is only sharing a few clues on the whereabouts of its secret bar in the Scottish Highlands. The pop-up is only sticking around for a few days and the first adults to arrive have the chance to be rewarded with a year's supply of gin. As well as serving gin-based drinks, the secret bar takes visitors on a journey from "[grain to glass](https://www.trendhunter.com/trends/whisky-explorer-experience)" to show off local Scottish ingredients. The naturally inspired pop-up from BrewDog was created in partnership with the Portnellan estate and offers an exclusive experience for the few people who are committed and adventurous enough to locate where it is. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 47% | Activity: 29% | Freshness: 9% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Secret Pop-up Bars:** Disruptive innovation opportunity: Create exclusive and elusive pop-up bars that offer unique experiences and rewards for those who can find them. - **Local Immersion Experiences:** Disruptive innovation opportunity: Develop immersive experiences that showcase local ingredients and culture to create a sense of authenticity and exclusivity. - **Scavenger Hunt Marketing:** Disruptive innovation opportunity: Utilize scavenger hunt-style marketing strategies to create buzz, engagement, and reward participants with valuable prizes. ### Industries Being Reshaped - **Hospitality:** Disruptive innovation opportunity: Incorporate secretive and exclusive elements into hospitality offerings to create intrigue and entice adventurous customers. - **Alcohol and Beverage:** Disruptive innovation opportunity: Experiment with limited-time, elusive, and reward-based concepts to attract customers and promote brand loyalty. - **Tourism and Travel:** Disruptive innovation opportunity: Develop unique, hidden destinations and experiences to attract curious travelers seeking authentic and memorable adventures. ## Related on Trend Hunter - [Exploratory Small-Batch Gins](https://www.trendhunter.com/trends/the-wildfire-expedition.md) - [State-of-the-Art Gin Distilleries](https://www.trendhunter.com/trends/edinburgh-gins-new-distillery.md) - [Whimsical Gin Pop-Ups](https://www.trendhunter.com/trends/refreshing-encounters.md) - [High-Strength Gin Spirits](https://www.trendhunter.com/trends/distillers-strength.md) - [Non-Alcoholic Scottish Gins](https://www.trendhunter.com/trends/nonalcoholic-botanical-spirit.md) - [Exquisite Scottish Gins](https://www.trendhunter.com/trends/walled-garden-gin.md) - [Flavorful Scottish Gins](https://www.trendhunter.com/trends/sassenach-wild-scottish-gin.md) - [Supermarket Gin Clubs](https://www.trendhunter.com/trends/gin-club.md) - [Branded Spirit Cocktail Competitions](https://www.trendhunter.com/trends/hepple-gin.md)