To some sports fans, the big news in sports this summer isn't world-cup soccer, and it isn't the Tour de France. It's the new Self-service beer stations at the Twin's Target Field in Minneapolis. To some, this is little more than a vending machine. But to others, it's the epitome of customer focus.
You can pour as much or as little as you want. That's right... If you want 48 ounces, you can pour yourself 48 ounces of Goose Island 312, or any of the other three selections. But if you only want 6 ounces before cutting yourself off for the night, you can pour and only pay for 6 ounces, since the machine charges you by the ounce, not the cup, can or bottle.
At some point in history, someone decided that a serving of beer would be mostly 12 ounces, and consumers all over the world have had to adopt to that. In other words, up until now, beer consumption has been "container-centric." With the pay-and-pour-by-the-ounce approach, it's all about the preferences of the beer drinker, not the beer packager.
Now, if only the Twins could give their fans some wins to cheer about...