DraftServ: Self- serve beer debuts at Minnesota Twins’ Target Field

Target Field, the home of Major League Baseball’s Minnesota Twins since 2010, has debuted new beer- serving technology just in time for the upcoming All Star Game on July 15, 2014.

The new automated service is called DraftServ and in many ways, it is like the self- serve drinking stations used to dispense all- you- can- drink soft drinks to customers. There are some security measures, of course, but the new machine allows customers to step up to the plate and fill their own glass. Consumers simply pay for a card with a specific amount of money preloaded and ready to use. Then, they swipe the card and start tapping, as much or little as they like, up to a predetermined limit.

Some may be concerned that a system like DraftServ is a little too accessible and could encourage underage drinking and overconsumption. But DraftServ and those who manage/operate the system have these issues ironed out. An attendant umpires each machine, just to make sure an underage individual doesn’t try to steal a base by using someone else’s card. And to prevent too much base- circling, the card limits each person to no more than 48 ounces in a 15 minute time span.

At present, Target Field is tapping four different beers through DrinkServ: Budweiser, Bud Light, Shock Top Lemon Shandy, and Goose Island 312 Urban Pale Ale. Each beer is dispensed based on a per- ounce cost and while Anheuser- Busch seems to have a monopoly on DraftServ at Target Field, there is no reason to expect the same thing to happen at other sports venues if/when DraftServ catches on.

Here at Great Beer Now, we like the DraftServ concept and what it offers the consumer. Waiting in line for a beer can get frustrating and the limited size options are often too restrictive. With DraftServ, if all I want is a small, 8 ounce serving, then I can tap myself just 8 ounces. If I want to stretch my single into a double and get 16 ounces, I can tap 16 ounces. This offers greater flexibility and it should reduce drinking inundation and related problems. There are bound to be issues, of course, with excess foam, spillage, etc., but these are problems that can be resolved with a little ingenuity and common sense.

Look for DraftServ if you happen to find yourself at a Minnesota Twins game and ask your local sports venue to consider adding DraftServ to its facility. Faster service, controlled dispensing, and other advantages make DraftServ a home run for the beer loving, sports attending consumer.