EBar Beerwall® launches at Millwall FC

In October 2023, fans at Millwall FC’s home match against Blackburn Rovers were first to experience EBar’s new Beerwall®, which houses our rapid self-serve dispensing technology within a permanent concourse installation. Fans enjoyed keg-fresh and perfectly dispensed pints of Hürlimann Swiss Lager using our patented Order, Pay, Pour system which delivers 2 pints in 30 seconds.


This installation was a joint initiative with our partners Sodexo Live!, the global leader in the live industry and Millwall’s venue partner at The Den in South London since 2012, where it offers retail food services (concourse catering and beverages). Notably, this is the first European live venue to install a permanent fully automated beer dispensing system.

Feedback from fans was instantly positive and they can look forward to getting their perfect matchday pint a whole lot quicker moving forward.



Nick Beeson, Managing Director, from EBar said:

“It has been a pleasure to work with Sodexo Live! to deliver these stand out facilities. To be a European first, highlights the forward-thinking approach of Sodexo Live! and echoes our own EBar ethos – always wanting to lead the way and put the customer front and centre.

“We look forward to hearing more positive feedback from fans and working with Sodexo Live! on more exciting initiatives in the future.”


Rebecca Kane Burton, CEO of Sodexo Live! UK & Ireland, said: 

“Sodexo Live! is the global leader in the live industry, for good reason. We serve tens of thousands of customers each week and are always looking at pioneering ways to do things differently to benefit our guests and our venue partners.


“The launch of these fixed EBar Beerwalls is a European first for our partners Millwall FC and an exciting new innovation to add to our service portfolio.”


More about the EBar system

Learn more about Sodxeo Live!

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