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Target Field Debuts Self-Serve Beer Machines Ahead Of Next Week's MLB All-Star Game
Published July 8, 2014
BUSCH LEAGUE: ESPN.com's Darren Rovell noted DraftServ machines are a "partnership between concessionaire Delaware North and Anheuser-Busch." Fans scan their card at the DraftServ machine and can "regulate how much they want to have poured." Delaware North Principal Owner Jerry Jacobs said, "There's obviously some novelty value to this, but it also allows people to pour what they want. If they want half of a cup, that's all they will pay for." Rovell noted an employee will be at each machine to "check IDs if a person looks younger than 30 and to prevent any fan who appears inebriated from purchasing beer" (ESPN.com, 7/7). In Syracuse, Chris Carlson noted while the self-serve technology has been used at bars in major cities, it appears to be the "first time it had made its way into a sporting event." The machine will "likely do what most machines have done through history: Increasing the speed at which beer is dispensed and allow vendors to cut staff and increase profits" (SYRACUSE.com, 7/7).