Getting food and drinks at the stadium during a game is part of the experience, even though waiting in long lines is an unpleasant task. But what if you could skip the line and pour the beer yourself?
Budweiser and Bud Light have a pilot test making that a reality. DraftServ is a self-service machine where consumers pour themselves a beer, using a pre-loaded card as payment. South by Southwest Interactive Festival attendees this week are being invited to try out the product at the "Budweiser Beer Garage," a pop-up venue that hosted some of the beer brands' latest technological innovations as well as a mini-experience of its flagship St.Louis brewery through virtual reality.
"DraftServ increases the purchase cycle for us because the consumers don't have the barrier of going to the bar and waiting in line and having that transaction," said Tina Wung, director of digital strategy and innovation at Anheuser-Busch. "They can just do it themselves."
"Not only do we have consumers able to get beer faster, but if we stack up all the DraftServ's a high traffic location in a stadium then that gives us the additional branding, awareness, and it also stops people," she continued. "Maybe they weren't thinking about getting a beer, but now they can have it."