The Rugbeer Machine by Salta Beer. The first ever vending machine that gives rugby players what they want most for doing what they do best. One cold Salta Beer per tackle.
A beer company in Argentina has produced a novel way for drinkers to get their drink – if they are strong enough.
The vending machine, which serves a brand called Rugbeer, needs to be 'tackled' before it provides both a drink and possibly a dislocated shoulder.
As the name implies, this is a marketing campaign for fans of rugby, which is more popular than football in many parts of the world.
And the marketing stunt seems to be working, with the company reporting a 25% increase in sales in pubs where the machine is installed.
It seems a smart money-maker for the company for another reason – after paying your money you get to ram the machine – and if you hit it too weakly, no can comes your way.