You think getting a keg from your trunk to the patio is hard? Try hauling one 4,408 feet, vertically, up a mountain.
Three students and a representative from the Box Steam brewery (who supplied the beer) lugged a nine-gallon cask—since they’re British, they likely mean imperial gallons, so the cask contained over two thirds of what an American keg does—up Scotland’s Ben Nevis, the tallest peak in all of Britain. Not exactly like climbing K2, but still pretty impressive. Besides that large amount of liquid, the group also brought everything else necessary to get a pop-up bar up and running, including pint glasses and coasters.
Why open a bar on top of a mountain? Because it makes for some adventurous promotion, of course. “Tunnel Vision is one of our most popular beers and we’re proud to see it served all over the country. We don’t want anyone to miss out, so here we are—the highest bar in the UK,” said Andy Roberts, Box Steam’s managing director. “This expedition is slightly more exploratory than our usual field marketing.”