# Festive Bourbon Pop-Ups The Winter Wheat Wonderland Brings a Taste of Kentucky to NYC By Laura McQuarrie | Published 2024-12-04 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/winter-wheat-wonderland References: [finance.yahoo](https://finance.yahoo.com/news/makers-mark-bourbon-brings-magic-141500333.html) & [MakersMark](http://www.MakersMark.com/holiday/)  This holiday season, handmade Kentucky bourbon brand [Maker's Mark](https://www.trendhunter.com/trends/limited-edition-bourbon-bottles) is bringing a taste of its homeplace in Loretto, Kentucky to adults in New York City with the Winter [Wheat Wonderland](https://www.trendhunter.com/trends/shared-cooking) pop-up. Open to legal drinking-age bourbon lovers for a limited time in December by reservation only, Winter Wheat Wonderland provides an [immersive holiday experience](https://www.trendhunter.com/trends/holidays-at-the-trace). The twelve-day pop-up welcomes guests with displays of wheat fields, and holiday-themed projections of Star Hill Farm. What's more, guests can enjoy Maker's Mark glassware dipped in the brand's iconic red wax, and interact with the warm essence of the brand by customizing holiday labels for friends and family. The pop-up also includes a full bar, lounge, tasting library and plenty of seasonal cocktails to savor that spotlight the many Maker's Mark expressions available. ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 64% | Activity: 63% | Freshness: 32% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Immersive Festive Experiences:** Engaging consumers with interactive and themed pop-ups offers a memorable brand engagement. - **Customized Holiday Products:** Personalization of gifts, like customized holiday labels, enhances the appeal of seasonal offerings. - **Region-specific Brand Heritage:** Bringing the essence of a brand's origin to different locations creates unique and authentic experiences for consumers. ### Where This Applies - **Beverage:** Seasonal pop-ups and tastings offer innovative ways for beverage brands to connect directly with consumers. - **Event Planning:** Themed pop-ups are transforming the event planning industry by creating unique and immersive consumer experiences. - **Hospitality:** Temporary pop-up lounges and bars provide novel hospitality experiences that can attract and retain customers. ## Related on Trend Hunter - [Alcohol-Centric Pop-Ups](https://www.trendhunter.com/trends/makers-mark-bourbon.md) - [Dressed-Up Bourbon Bottles](https://www.trendhunter.com/trends/limited-edition-bourbon-bottles.md) - [Festive Cognac Pop-Ups](https://www.trendhunter.com/trends/louis-xiii-transforms.md) - [Festive Reserve Bourbons](https://www.trendhunter.com/trends/2023-holiday-bottle.md) - [Artisanal Wintry Bourbons](https://www.trendhunter.com/trends/winter-wheat-bourbon.md) - [Festive Cocktail Bar Pop-Ups](https://www.trendhunter.com/trends/blitzens-bar.md) - [Designer-Approved Alcohol Bottles](https://www.trendhunter.com/trends/woodford-reserves-2025-holiday-bottle.md) - [Contemporary Glass Art Experiences](https://www.trendhunter.com/trends/star-hill-farm.md) - [Immersive Whiskey Brand Activations](https://www.trendhunter.com/trends/johnnie-walker-blue-room.md)