Beer is fun. It's in its nature. But how can it be made more fun? If you're targeting rugby fans, you get them to channel their aggression in order to unlock more beer. Everyone's familiar with the finicky vending machine. Bang the glass, jostle the sides… sometimes it's just not enough. Throw a tackle, however, and you may be in business. This is the sort of smart, social execution we love to see. Keen knowledge of the target audience, an interactive experience that stirs up active participation, and substantial talk-value.