Cheers: Three hidden U.P. trails part of national beer promotion

What’s happening: Three not-so-well-known hiking trails in the Upper Peninsula are part of a nationwide promotion by Busch to encourage people to seek out less-traveled paths across the country. 

How they’re doing it: Through the Busch Guyd. It’s a database of hidden trail gems across the country. To access the database, hikers must agree to a non-disclosure agreement promising not to share the location of the trails so they don’t become overcrowded. That also means no geotagging, trail apps or social posts. Hikers had until Nov. 1 to access the database and sign the NDA. They can hike the trails at their own leisure.

Which trails: We don’t know exactly. They are located in Porcupine Mountains State Park and in two national parks: Pictured Rocks National Lakeshore and Isle Royale National Park. The trails range from 8.6 to 13 miles in length. Their specific locations are available only on the Busch Guyd.

Who chose the trails: Busch worked with avid hiker and trail expert Kim Hodoval, who has explored more than 60 national parks, to identify trails. The Busch Guyd includes some of her favorite little-known trails across the country, including the U.P.  “I grew up in Illinois and often visited Michigan’s lakeshore Upper Peninsula, which I believe to be one of the most underrated areas in the U.S.,” Hodoval said in an email. “When creating this list with Busch Light, I wanted people to see the beauty of the Great Lakes State and other similarly overlooked destinations across the country.”

What it means: The Busch Guyd coincides with the national brewer’s promotion for the annual release of its outdoor-themed camo cans (labels designed to blend in with the fall landscape). The company’s interest in promoting less-traveled trails was prompted by a record-high 58.7 million hikers hitting trails last year. “While we love that more people are enjoying the great outdoors, that also means our country’s most beautiful destinations are getting more crowded than ever — which can make it difficult for hikers to connect with nature,” said Krystyn Stowe, head of marketing for Busch Family Brands, part of Anheuser-Busch. “We want to help our fans take in the scenery, but not wait in line while others take selfies. With the Busch Guyd, our fans across Michigan and beyond can take the path less-traveled and enjoy nature the right way.