OBJECTIVE
In collaboration with Diageo and Drink Command, our mission was to revolutionise the fan drinking experience by introducing the UK’s first mobile Guinness Self-Serve Bars. By integrating innovative self-pour technology with frictionless contactless payment, we aimed to enhance speed, efficiency, and flexibility at major venues, delivering a quick and premium pint-pouring experience to fans.
With their mobile nature, these bars can be strategically positioned at a wide variety of events and venues, from high-energy rugby matches at Scottish Gas Murrayfield to the bustling atmosphere of the Cheltenham Festival, and more.
IMPACT
APPROACH
We designed and deployed fully mobile, high-capacity Self-Serve Bars, powered by Drink Command’s smart dispensing technology. Integrated with FEP PAY’s contactless payment system, fans can simply pick, pay, and pour their own perfect pint in 45 seconds, using an intuitive and user-friendly interface.
Engineered for quality and efficiency, each bar features a high-capacity keg system that can dispense up to 2,500 pints per day at optimum temperature, meeting the ‘perfect pour’ standard set by Diageo. With 24 self-pour stations and a double-sided layout, the design maximises revenue opportunities and improves crowd flow, allowing more fans to enjoy a perfectly poured pint with minimal wait time.
FEP PAY’s fast, contactless payment solution enables a smooth checkout experience, significantly reducing queues and improving customer convenience. Integrated real-time sales data provides event organisers with actionable insights, helping them make informed, data-driven decisions and optimise operational performance.
These bars also support our sustainable operations, achieving 99% keg efficiency by eliminating over-pouring, spillage, and human error, cutting typical waste by up to 10 pints per keg and lowering costs.
To ensure responsible service and full compliance with licensing regulations, each bar incorporates our ‘gold standard’ Challenge 25 process. Fans are required to verify their age at staffed checkpoints before accessing the self-serve system. This controlled approach upholds safety standards while maintaining the speed and efficiency that defines the overall customer experience.
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