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Brief chronicles of our sporting times.

All-Star Game Update: Hooray Beer!



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From the “What on Earth Could Go Wrong?” file:

Self-serve beer stations are up and running in Target Field, so Minnesota Twins fans and those who attend the Major League Baseball All-Star festivities next week can decide what they want and even how much they want of it.

The machines, called DraftServ, are a partnership between concessionaire Delaware North and Anheuser-Busch.

Delaware North DraftServ machines at Target Field will allow customers to control how much beer they’d like to pour, ranging from 38 to 40 cents per ounce.

“It’s a way to engage with the customer and allows the fan to have greater control of what they’re drinking,” said Jerry Jacobs Jr., principal of Delaware North, whose Sportservice controls the concessions at 10 baseball stadiums, seven arenas that host NBA and NHL fans and seven NFL stadiums.

Fans attending Twins games can go to a cash register, show their ID and preload a $10 or $20 card. For the All-Star Game, a $50 card will be available.

Fans then scan the card at the machine and can choose between four beers and regulate how much they want to have poured.

And yes, ESPN sports business commentator Darren Rovell buried the lede:

The machine allows a customer to use the card to pour up to 48 ounces of beer every 15 minutes.

Drive home safely.

More here.


Tags: MLB


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