# Winter-Themed Whiskey Pop-Ups The Hedonist Project and Diageo Launch a Festive Holiday Bar By Rebecca Byers | Published 2015-12-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/the-hedonist-project References: [eventmagazine](http://www.eventmagazine.co.uk/pictures-inside-hedonist-projects-roating-bar-diageo/brands/article/1376339) Event planning trio The Hedonist Project partnered with spirits giant [Diageo](https://www.trendhunter.com/trends/johnnie-walker-celebrates-200) to create an [immersive winter-inspired whiskey bar](https://www.trendhunter.com/trends/blitzens-bar) in Leeds. Officially titled 'The Liquor Store & Whisky Parlor,' the pop-up takes the typically atmospheric offering of The Hedonist Project and combines it with the best that the Diageo brand has to offer, including [Johnnie Walker](https://www.trendhunter.com/trends/johnnie-walker-blue-label-ice-chalet) and Buchanan's. With 60 whiskeys on showcase, the menu is filled with adventurous offerings such as the Salted Caramel Rusty Nail, which is served with Lagavulin fudge, and the Boulevardier, which is paired with a bit of Campari candy floss. The Liquor Store & Whisky Parlor pop-up will remain open in Leeds throughout the winter months and will be transformed into a spring-inspired bar during the month of March. ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 77% | Activity: 78% | 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 ### What Makes This Trend Stand Out - **Immersive Whiskey Pop-ups:** Opportunity for brands to create unique and immersive experiences around whiskey, combining atmospherics and adventurous menus. - **Collaborations Between Event Planners and Brands:** Potential for event planning companies to partner with spirits brands to create innovative and themed experiences. - **Seasonal Transformation of Pop-up Bars:** Creating temporary bars that change themes and menus based on seasons offers a fresh and exciting experience for customers. ### Sectors Adopting This - **Hospitality and Events:** Opportunity for hotels, restaurants, and event planning companies to leverage whiskey pop-ups as a way to attract customers and create memorable experiences. - **Alcohol and Spirits:** Whiskey brands and spirit distillers can collaborate with event planners to create unique pop-up experiences that showcase their products and engage customers in immersive ways. - **Food and Beverage:** Restaurants and bars can explore whiskey pop-ups as a way to diversify their offerings and provide customers with unique food and drink experiences. ## Related on Trend Hunter - [Immersive Whiskey Brand Activations](https://www.trendhunter.com/trends/johnnie-walker-blue-room.md) - [Festive Bourbon Pop-Ups](https://www.trendhunter.com/trends/winter-wheat-wonderland.md) - [Speakeasy-Inspired Airport Pop-Ups](https://www.trendhunter.com/trends/black-ruby-popup.md) - [Boozy Ice Cream Pop-Ups](https://www.trendhunter.com/trends/ice-cream-pop-up.md) - [Ornate Whiskey-Inspired Cafées](https://www.trendhunter.com/trends/macallan-harmony-caf.md) - [Airport Whiskey Pop-Ups](https://www.trendhunter.com/trends/house-of-suntory-and-lotte.md) - [Major International Airport Pop-Ups](https://www.trendhunter.com/trends/popups-at-airport-hubs.md) - [Festive Irish-Inspired Pop-Ups](https://www.trendhunter.com/trends/irishinspired-popup.md) - [Festive Cognac Pop-Ups](https://www.trendhunter.com/trends/louis-xiii-transforms.md)