November 25, 2015


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Bottoms Up technology seals beer cup with a magnet

No matter how many times beer drinkers at the MTS Centre are told not to touch the small circular magnet at the bottom of their cups, some of them just can’t help themselves.

But it’s the kind of mistake you only make once, after you’ve soaked your shoes or those of the person sitting beside you.

Budweiser’s new Bottoms Up technology fills your cup through a hole in the bottom and seals it with a magnet. This process eliminates much of the oxygen in the beer-pouring process, reduces excess head and ultimately speeds up the Budweiser beer line at Winnipeg Jets games, according to Dan Chubey, district sales manager of Labatt Breweries of Canada.

Budweiser does not have any technology to improve efficiency at the other, um, end of the beer drinking process. But Mark Chipman, chairman of True North, said his team is examining ways of reducing the line-ups for the washrooms in between periods, including designating some of them as common use. He said the number of men in the upper bowl during Jets games, for example, is about the same as the number of women who attended Celine Dion’s most recent concert at the MTS Centre.

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