Self-Serve Beer Machines Let Baseball Fans Pour Their Own

Self-Serve Beer Machines Let Baseball Fans Pour Their Own

Fans become bartenders with DraftServ's interactive serving stations. Just swipe your card, choose your brew, and pour the amount you wish.

Charlie Stephens
  • 11 july 2014

Whether for better or for worse, concessions are a part of the ballpark experience. America’s pastime is fueled by peanuts, crackerjacks, hot dogs, and ice cold beer. And while they’re often tasty, the wait usually leaves something to be desired.

To liven up the queue, Anheuser-Busch has paired up with concessionaire Delaware North to debut self-serve beer stations at Target Field, home of the Minnesota Twins.

Fans can preload $10, $20, or $50 card to be used at one of the machines. Fans can then swipe their card at the DraftServ machines and choose between 4 beers to pour themselves. Bud and Bud Light are 38 cents per ounce, and Shock Top Lemon Shandy and Goose Island 312 Urban Pale Ale are 40 cents. This would be $4.56 and $4.80 for a 12 ounce pour.


The machine allows customers to pour as much beer as they like, whether that be half a cup or the maximum limit of 48 ounces. They can go back every 15 minutes if they please, but are checked by employees for ID and signs of inebriation.

The machines may not help cut costs, but they’re an exciting new way to engage fans. They can also be used as an intelligent marketing tool.

The DraftServ machines employ data tracking software that is sure to prove beneficial for team marketers and buyers. DraftServ can analyze and report all consumption and demographic data and be maintained through its global cloud management platform.

These capabilities can provide insight into consumer preferences and purchasing decisions, and different brews can be served according to taste.

Of all the major league sports, baseball has historically been late in the game in adopting the latest technologies (instant replay for one). But with the DraftServ stations, the league is setting a precedent for advanced fan experiences.

Anheuser-Busch // Delaware North

[h/t] ESPN, DraftServ


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