"Klekshops," or "squat shops," are a true Sofia icon. During the heavy recession of the 1990s, basements were repurposed into small, cheap stores, where customers had to squat to make a purchase. To encourage people to try the new Tennessee Apple, Jack Daniel's transformed an abandoned "klek shop" into "Klek Shot" — a pop-up bar where visitors squat to receive a shot of the new apple-flavored whiskey. The blend of local culture, central location, and convenient working hours made the pop-up popular among the youth and generated buzz and demand for the new product.