Goodman believes Draft Serv's presence at the All-Star Game can only help self-serve producers, saying it "raises awareness about the product."
"I don't think the surface has even been scratched," Goodman said.
Goodman and Innovative Tap partner Declan Duggan noted that self-serve has to reflect wider trends in the beer industry— specifically, craft beer's growing market share. One of self-serve's strengths, they said, is allowing drinkers to taste a variety of beers in portions they choose, even to the point of mixing and matching (though it's anybody's guess as to how a Bud Light-pale ale combination would taste).
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They, and Hevia and Spence of Draft Serv, maintained that self-serve increases efficiency by reducing the workload of those serving the beer, and in turn, lines. They claim the machines reduce pouring waste, which Duggan said can render up to 20 percent of draft beer undrinkable.
It remains to be seen if these benefits carry over to sports venues and drive concession sales to the extent that other concessionaires or franchises will hop on the bandwagon, as human error by fans could still affect wait times and beer waste. Delaware North's Jacobs said that he hasn't yet taken part in discussions to add Draft Serv machines to any of Delaware North's other client franchises.
But Draft Serv's Spence noted the company has discussed offering Draft Serv with other concessionaires, without specifying where or when it could happen. The novelty may keep self-serve interesting and profitable at Target Field, if only for a time.
"The view of a baseball park is affected by what's offered in that park," Delaware North's Jacobs said.
—By Jacob Pramuk, Special to CNBC.com