# Pop-Up Brewery Shops Shepherd Neame Launched a Brewery Inside a Shopping Center By Laura McQuarrie | Published 2017-06-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/shepherd-neame References: [eventmagazine](http://www.eventmagazine.co.uk/shepherd-neame-opens-pop-up-brewery/brands/article/1437193) & [shepherdneame](https://www.shepherdneame.co.uk/) As an alternative to launching a pop-up bar like many breweries and alcohol brands do for a short period of time, [Britain's oldest brewer](https://www.trendhunter.com/trends/greene-king-brewery), Shepherd Neame, created a [pop-up brewery](https://www.trendhunter.com/trends/breakfast-popup) inside of the Bluewater shopping center in Kent. The newly opened space will be operational for a short period of time, until July 5th. The 1,800-square-foot boutique from Shepherd Neame dubbed 'The Brewery Store' offers a taste of the brewery's first-ever cider, as well as its [brand-new Cinque Five Grain premium lager](https://www.trendhunter.com/trends/vocation-brewery-hilltop-lager). Those who stop by will also have the chance to explore a hops garden in virtual reality with an experience called 'HOPS360.' The Brewery Store also offers a range of merchandise and products that will be of interest to brewing enthusiasts and beer fans alike. ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 69% | Activity: 81% | 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) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### Why This Trend Is Growing - **Pop-up Brewery Shops:** Creating temporary brewery spaces in non-traditional locations, like shopping centers and malls, to attract a wider customer base. - **Craft Ciders:** Introducing innovative and unique flavors of cider to cater to the growing demand for craft beverages in the alcohol industry. - **Virtual Reality Experiences:** Incorporating virtual reality technology to enhance customer engagement and provide immersive experiences in retail environments. ### Industries Being Reshaped - **Brewery:** The brewery industry can explore the concept of pop-up shops in shopping centers to reach new customers and increase brand exposure. - **Alcohol:** The alcohol industry can capitalize on the trend of craft ciders by developing new and unique cider flavors to cater to consumers' evolving taste preferences. - **Retail:** The retail industry can leverage virtual reality experiences like 'HOPS360' to enhance the customer shopping experience and attract more foot traffic to malls and shopping centers. ## Related on Trend Hunter - [Discerning Drinker Pop-Ups](https://www.trendhunter.com/trends/fentimans-pop-up.md) - [Experiential Alcohol Pop-Ups](https://www.trendhunter.com/trends/cheoreom-x-krush-somaek.md) - [Retailer-Exclusive Craft Beers](https://www.trendhunter.com/trends/brooklyn-brewery-and-tesco.md) - [Alcohol-Centric Pop-Ups](https://www.trendhunter.com/trends/makers-mark-bourbon.md) - [Pop-Up Concept Grocery Stores](https://www.trendhunter.com/trends/another-pantry.md) - [Cherry-Themed Bar Pop-Ups](https://www.trendhunter.com/trends/phlur-and-space-nk.md) - [Garden Shed Pop-Ups](https://www.trendhunter.com/trends/maison-margiela-fragrance.md) - [Virtual Pub Museums](https://www.trendhunter.com/trends/heineken-pub-museums.md) - [Bakery Pub Pop-Ups](https://www.trendhunter.com/trends/the-golden-flake-tavern.md)