The pop-up bar is not a new concept, but it's a popular publicity tool. Here's a great example of how to max-out the pop-up bar: Aussie beer brand XXXX Gold goes to the races, back in June 2008.

1. REVOLUTIONISING THE STREETSCAPE Sandown Launch 06/08

2. XXXX Gold Retreat XXXX Gold Retreat Design, Build & Fabrication: Truckmania Agency, Concept & Campaign Management: Octagon Operations: Truckmania / Octagon Agency Client: Lion Nathan – XXXX Gold