Vending Machine Dispenses Free Beer at 2014 Sochi Winter Olympics

Vending machines dispensing sodas and bottled water are a thing of the past. This year, a new vending machine has sprung up at the 2014 Sochi Winter Olympics, and it’s causing quite a stir in the world of social media. What makes it is the fact that it dispenses ice-cold beer rather than traditional beverages.

So, what’s the catch to receiving “free” beer from these sporty red vending machines at the 2013 Sochi Winter Olympics? Unfortunately, you have to be a member of Team Canada to withdraw a frosty brew from the machine. It features a passport scanner that detects the official Canadian seal along with the word “Canada.” As long as the elements are clearly eligible, the scanner will authorize the machine to dispense the selected beer.

This innovative vending machine is the brainchild of Canadian beer brewer Molson. Originally formed in 1786 (no, that’s not a typo), Molson is the second oldest company in Canada and the world’s seventh largest brewing company. In 2005, the Montreal-based brewing company merged with Colorado-based Coors to create a true powerhouse of a brewery.

Molson collaborated with the ad agency ReThink to design a beer dispensing vending machine for Team Canada at the Winter Olympics.

Aaron Starkman of the Toronto-based ad agency ReThink said the following:

“The notion was… and I think this is true with Americans as well for us, that the further you are away from the home the more Canadian you feel. We wanted to just have an icon to remind people of Canada and to have a taste of home when they are so far away.“

Spotted! The beer fridge in Canada Olympic House in #Sochi #wearewinter pic.twitter.com/E3hMUTtQRt

— Molson Canadian (@Molson_Canadian) February 9, 2014

Here’s a photo of the Winter Olympics’ beer vending machine that was recently Tweeted by Team Canada. As you can see, it features a passport scanner on the left, along with a handle on the right. Once the scanner confirms the user is Canadian (or they ‘borrowed’ another athlete’s passport), it disengages the locking mechanism on the right door; thus, allowing the individual to open the vending machine and grab a frosty-cold Molson brew.

Granted Molson isn’t my personal favorite, I wouldn’t mind having access to a free supply through a vending machine.

What do you think about the new beer vending machines at the Winter Olympics? Let us know your opinion in the comments section below!