Goose Island plans multi-sensory pop-ups in Tesco stores

Chicago craft beer Goose Island is to host a multi-sensory experience within Tesco stores, combining virtual reality with sampling.

Goose Island: beer experience in the UK
Goose Island: beer experience in the UK

A Goose Island pop-up will launch across ten Tesco stores on 19 November, offering shoppers a 'hoppy hour', where they can take a virtual reality tour of Elk Mountain Hop Farm in Northern Idaho, which grows many of the hops used by Goose Island, as well as the Goose Island barrel warehouse in Chicago.    
Consumers will also be able to sample Goose Island 312 Urban Wheat Ale, Honker’s Ale and Goose Island IPA, part of a wider in-store sampling activation across 20 Tesco stores. 

Will Coates, UK trade marketing manager, said: "As demand for craft beer booms in the UK, Goose Island Beer Co. is investing in the off-trade to bring more variety to beer fans and attract new consumers to the sector. The ‘Hoppy Hour’ experience aims to educate and excite shoppers by taking them on a virtual journey to the home of Goose Island and introduce them to our great award-winning beers.

"Craft beer is the buzz word and consumers are spoilt for choice, and whilst the selection of beers available is incredible it can also be confusing. It’s exciting to be working with our retail partners to help shoppers enter the category and make better-informed choices – be it a favourite style or a new flavour. We are all about celebrating great beer and we want to excite and assist shoppers on their voyage through craft via sampling, education and more experiential campaigns, wherever they buy their beer."

The activation is running until the 29 November. 

In September, the craft beer hosted its inaugural UK Goose Island LDN Block Party at Red Market in East London. It also hosted its first London-based 312 Day party at Hoxton Docks in March. 

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