File this marketing stunt under the genius column.
In an effort to promote the release of its new summertime seasonal beer, Swill, the folks over at Bend, Ore.-based 10 Barrel Brewing filled a vending machine with the beer, rigged it up to dispense free product and hit the road for a tour of the Pacific Northwest.
Appropriately called “Operation Swill,” the masterminds at 10 Barrel traveled to Portland, Ore., Seattle, Wash., and Boise, Idaho supplying thirsty beer consumers — of legal drinking age — with free “Swill.”
The clever stunt even inspired one lucky customer to yell out “Sweet Baby Jesus,” describing the device as the “best machine ever.”
With over 2,800 craft breweries in the U.S. (and counting), it’s certainly one way to stand out.