# Odd Alcohol Rewarding Rituals The Rugbeer Machine by Salta Beer Rewards Performance with Liquor By Erin Kirkpatrick | Published 2012-05-23 | Unique Source: Trend Hunter, https://www.trendhunter.com/trends/the-rugbeer-machine-by-salta-beer References: [creativecriminals](http://creativecriminals.com/ambient/salta-beer-rugbeer/) & [adsoftheworld](http://adsoftheworld.com/media/ambient/cerveza_salta_rugbeer) The Rugbeer Machine by Salta Beer is the first vending machine of its kind and the first to accept a unique form of payment: a physical assault. This machine instead of accepting cash, credit or coins rewards rugby fans with booze if they execute a well-deserving tackle on the vending machine. For every tackle the machine receives, one cold Salta Beer is released from the machine and into the hands of fanatic rugby lovers. That’s a pretty sweet deal -- tackle the machine and in return you get a deliciously refreshing beverage. The Rugbeer gives rugby fans a interactive and [unique rugby experience](https://www.trendhunter.com/trends/the-twelve-pins), making them work for their beer. Advertising agency [Ogilvy Argentina](https://www.trendhunter.com/trends/hiders-keepers) partnered with Salta Beer to produce this [creative vending machine](https://www.trendhunter.com/trends/venting-machine). ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 11% | Activity: 55% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Unique](https://www.trendhunter.com/unique) > [Inventions](https://www.trendhunter.com/inventions) ## Key Themes ### Why This Trend Is Growing - **Interactive Rewarding Rituals:** Creating interactive experiences that reward consumers for their engagement can enhance brand loyalty and generate excitement. - **Physical Interaction with Vending Machines:** Incorporating physical interactions, such as tackling, into vending machines can attract attention, increase engagement, and create memorable experiences. - **Unconventional Payment Methods:** Exploring unique forms of payment, like physical assault in this case, can add novelty to consumer interactions and generate buzz for a brand. ### Industries Being Reshaped - **Beverage:** The beverage industry can leverage interactive vending machines and unconventional reward systems to enhance consumer experiences and differentiate their products. - **Sports and Entertainment:** The sports and entertainment industry can explore interactive elements like the Rugbeer Machine to engage fans in unique ways and create memorable experiences. - **Advertising:** Advertising agencies can partner with brands to develop innovative campaigns that incorporate unconventional payment methods and interactive experiences to capture consumer attention. ## Related on Trend Hunter - [Beer-Dispensing Guitar Machines](https://www.trendhunter.com/trends/slay-to-pay.md) - [Sporty Laundromat Takeovers](https://www.trendhunter.com/trends/laundromatch.md) - [Automated Beer Stations](https://www.trendhunter.com/trends/trust-bars.md) - [Heat-Sensitive Vending Machines](https://www.trendhunter.com/trends/heat-sensitive-vending-machine.md) - [NFT Cocktail Machines](https://www.trendhunter.com/trends/the-skull-society.md) - [Cocktail-Making Washing Machines](https://www.trendhunter.com/trends/beverage-machine.md) - [Interactive Beer Giveaways](https://www.trendhunter.com/trends/go-for-dos.md) - [Back-Row Beer Campaigns](https://www.trendhunter.com/trends/back-rack-hack.md) - [Beer Insurance Policies](https://www.trendhunter.com/trends/heinecare.md)