Self-serve beer machines debut at sports stadiums

Fans at Minnesota's Target Field, home of the Minnesota Twins baseball team, are getting frothed up over a new bank of self-serve beer stations that let drinkers pour their own brews. The new DraftServ machines allow drinkers to buy by the ounce, and gives customers the sense of having greater control of what they're imbibing. From the concessionaire's perspective, the machines boost profitability because they cut down on paying bartenders. At the same time, the novelty may raise sales. What's interesting from a trends perspective is that drinkers are attracted to these machines. Because they let customers get exactly what they want, there is a sense of individuality and customization about it. Customers have long liked the pour-your-own drink concept at fast food restaurants. Look for this to expand elsewhere.