Generate new .onion address for bitcoind over tor

Been following this guide just to tinker around with bitcoind over tor. According to the guide, when bitcoind controls the tor daemon using controlport=9051 whenever you restart bitcoind tor should generate a new .onion address. This is not happening. If I restart bitcoind, tor or both, it always uses the same old .onion address. A fully system restart doesn’t work either.

how do I generate a new .onion address?

Note: I am NOT using /blah/var/hidden_service and cannot just delete the private key in that folder. When using controlport there doesn’t seem to be a private key anywhere. Or is there?