Have you seen the fancy new Coca-Cola soda fountains? You know, the little touch screen computer thingy that dispenses soda? You see them more and more at restaurants and movie theaters now, and I have to admit they’re pretty cool.

 

 

 

 

 

According to a New York Times article, Pepsi is going to battle with its arch nemesis over who has the cooler, more futuristic self-serve soda machine.

Personally, I think its a great thing. A soda fountain isn’t exactly an interesting thing on its own, but these new machines are making things a little more intriguing and interactive. They are capitalizing on our love for gadgets in an intelligent way, and creating a new visual space for creative branding.

Whats more, bars and taprooms are getting hip to this technological trend as well.

 

 

 

 

 

Introducing the iPourIt tap system, which allows customers to pour their own beer using RFID technology. The system can be further customized with an interactive touchscreen with various options, and can even be linked to Facebook and Twitter so consumers can share their experiences.

Now, I can think of a few applications where this might be a good idea, but for the most part my instinct is to reject it. I mean, it’s cool and all, but do we really need to replace every human being with a robot? I guess I can understand if it’s dispensing cheap lager at a sports bar or something, but in a craft beer setting this doesn’t seem appropriate.

Craft beer isn’t soda, and part of the experience is the nuance of interacting with other people who love beer. Personally, I love to chat with  bartenders and staff about the beers they have on tap, especially if there are beers I haven’t tried and the staff is knowledgeable.

In addition to taking away people’s jobs, these automatic tap systems could be taking some of the romance and humanity out of craft beer enjoyment. Ultimately, I don’t think they are a real threat. Then again, I wouldn’t be surprised if these machines start showing up in places we don’t want them to. I guess we’ll just have to wait and see.