Imagine the intoxicating convenience of always being one button-push away from having beer delivered right to your home. The idea sounds as potentially troublesome as it does potentially amazing. And one brewery realized it’s not just some frat boy pipe dream: We can build it; we have the technology.
This week, the UK’s most popular lager brand, Carling, introduced what it’s billing as a “world first” beer button: essentially the equivalent of Amazon’s one-touch “Dash” buttons that can be set up to order more Carling (and only Carling) from four of the country’s largest grocery store chains. According to Marketing Week, the button is designed to be placed in the fridge, providing immediate access when you realize your supply is running low, and synchs with a smartphone app to place the order. In the app, users can choose whether they prefer to shop with Tesco, Asda, Morrisons or Sainsbury, and once the button is pushed, the app loads some Carling brews into the corresponding online shopping cart. (That means, yes, it sounds like you probably have to take one additional step of checking out to actually get the beer delivered to your house. It’s very annoying; I know.)