European first for Sodexo Live! with launch of self-serve Ebar Beerwalls at Millwall Football Club

Sodexo Live!, the global leader in the live industry has made a European first by introducing the first fixed permanent self-serve EBar Beerwall facility at a UK stadium.

In October, fans at Millwall’s match against Blackburn Rovers were first to try the new EBar Beerwall, a rapid self-serve solution that delivers fans keg-fresh and perfectly poured pints. The EBar fully automated order, pay, pour method delivers two pints in 30 seconds.

Sodexo Live! has been the club’s venue partner at The Den in South London since 2012, where it offers retail food services (concourse catering and beverages).

With positive feedback so far, fans can look forward to getting their perfect matchday pint a whole lot quicker moving forward.

Rebecca Kane Burton, CEO of Sodexo Live! UK & Ireland, said:

Sodexo Live! is the global leader in the live industry, for good reason. We serve tens of thousands of customers each week and are always looking at pioneering ways to do things differently to benefit our guests and our venue partners.

The launch of these fixed EBar Beerwalls is just the start of a range of innovative initiatives we plan to trial and roll out over the coming months.

Sodexo Live!’s Rebecca Kane Burton had a fireside chat with Katie McIntyre during the 2023 ALSD International Conference & Exhibition for which Sodexo Live! was a main sponsor. On-demand videos of all plenary and tech track sessions will be available to attendees and members later this month.

Fans at Millwall’s match against Blackburn Rovers last month were the first to try the new EBar Beerwall at The Den

Nick Beeson, Managing Director, EBar, said:

It has been a pleasure to work with Sodexo Live! to deliver these stand out facilities. To be a European first, highlights the forward-thinking approach of Sodexo Live! and echoes our own EBar ethos – always wanting to lead the way and put the customer front and centre.

We look forward to hearing more positive feedback from fans and working with Sodexo Live! on more exciting initiatives in the future.

“Transforming Limitations into Innovation: Reimagining Hospitality at Hampden Park’s Historic Venue” panel session at ALSD International 2023 with moderator Jessica Gaffney, GM, Wavework, and speakers Kathryn Morgan, Business Development Director, Sodexo Live!; Rucelle Soutar, Chief Financial Officer, Scottish Football Association; and Roy Westwood, CEO & Director of Strategy & Innovation, Forward Associates

The EBar Beerwall is a fully automated self-serve drinks facility or kiosk, which pours perfect pints in just a few seconds. It was deigned to transform the bar experience at large events and venues by providing a quick and simple way for customers to purchase a drink. As well as pouring the perfect pint, it reduces costs, cuts queues and increases keg efficiency.

Sodexo Live! continuously delivers unforgettable experiences for thousands of customers throughout the year, across a total of 47 venues. These span stadia, cultural destinations, and major events such as Eurovision and Royal Ascot.

In addition to the launching the first fixed self-serve EBar Beerwall facility in Europe, Sodexo Live! has plans to trial and roll out a range of other initiatives over the coming months.

For more information on Sodexo Live! see:

For more information on EBar see:

PHOTOS: Sodexo Live! EBar Beerwall at Millwall Football Club

Sports Venue Business organises and delivers ALSD International – the leading event and 365 community for the Premium Seat & Hospitality sector – on behalf of the Association of Luxury Suite Directors (ALSD).

ALSD International 2023 is taking place at Etihad Stadium this October, with venue tours complimenting the high-level conference, exhibition and networking events. This year’s edition will feature the inaugural Tech Symposium and a Fan Experience breakout being delivered by IIFX.

#ALSDInternational – the leading event & 365 community for the Premium Seat & Sports Hospitality sector outside of North America where #ALSD has been leading the industry for the last 30+ years

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