MLB Tests Automated Beer Vending Machines

Automation is invading the sacred turf of beer at the ballgame.  Target Field, home of the Minnesota Twins, recently debuted two self-serve machines behind first and third bases this past week.  The technology has been available in hotels, casinos and restaurants but this is the first time it has made its way into major league sports.

Here’s how it works.  First you have to provide ID in order to purchase a beer card in $10, $20 or $40 denominations.  The card is then used in the beer-dispensing machine where you are supplied with a 20-ounce cup.  You have just 20 seconds to complete the transaction.  It sounds simple.  The instructions, in large letters, are TAP. SNAP. TILT. ENJOY.

Beer choices available at Target Field are Bud and Bud Light, both of which run 38 cents an ounce, and Shock Top and Goose Island 312 at 40 cents an ounce.  You can pour as much or as little as you want and you can blend the beers, although why anyone would want to, is a good question.

The machine allows you to pour 48 ounces every 15 minutes.  Let’s hope you have a ride home.  Since the cup is 20 ounces, you’d have to swill down the first in order to get a refill.  Or maybe you can get two cups at once.

There’s a concession employee at each machine to help the automation challenged, check IDs and cut off the drunks.  What a fun job that would be challenging a beefy, cranky fan whose team is losing.

On the plus side, the beer is cheaper, you can pour a small quantity if that’s all you want, and the cards don’t expire.  Judging by online comments, plenty of fans think it is more complicated than just giving someone your money and getting a beer.  Many decried the loss of human contact.

The promoters, DraftServe Technologies in partnership with concessionaire Delaware North, proclaimed the first day very successful with the sale of 200 cards.  Doesn’t sound too impressive but time will tell as more people hear about the system and try it out.  We’re betting it is here to stay.