Bottoms Up?!

Shorter beer lines and a new sponsorship opportunity all rolled up to one? What's not to love? Josh Springer's company, GrinOn Industries, is testing a new beer valve called BottomsUp Beer that fills beers through the bottom of the cup and then plugs the cup with a magnet. While the patent-pending product may catch fans off guard when they first see their brew being filled from the bottom up, Springer's product could also prove to be a great new activation opportunity for teams and their sponsors (more about that below). GrinOn says that their dispensing system fills at a rate of up to nine times that of traditional beer taps. First, the product..

And now the sponsorship opportunity..

What do you think of the Bottoms Up system? Gimmick or great idea?

photo credit: GrinOn Industries