Sodexo lets Millwall fans serve their own beer

  • November 6, 2023
  • Steve Rogerson

Last month, fans at London football club Millwall’s match against Blackburn Rovers were first to try the EBar Beerwall, a rapid self-serve bar that delivers fans keg-fresh and perfectly poured pints.

The EBar’s fully automated order, pay and pour method delivers two pints in 30 seconds.

French firm Sodexo Live has been the club’s venue partner at Millwall’s Den stadium in south London since 2012, where it offers retail food services such as concourse catering and beverages.

With positive feedback so far, fans can look forward to getting their perfect matchday pint a whole lot quicker moving forward.

“Sodexo Live is the global leader in the live industry, for good reason,” said Rebecca Kane Burton, CEO of Sodexo Live in the UK. “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 just the start of a range of innovative initiatives we plan to trial and roll out over the coming months.”

Millwall’s chief operating officer Billy Taylor, added: “We are continuously looking at ways to improve the matchday experience for fans at the Den and the installation of EBar Beerwalls is another positive step forward in doing so. We understand the need to reduce queue times and create a smoother purchasing process for supporters, which we believe can be achieved with our new EBar.”

And Nick Beeson, managing director at 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 of 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.”

The EBar Beerwall is a fully automated self-serve drinks facility or kiosk, which pours pints in just a few seconds. It was deigned to transform the bar experience at large events and venues by providing a quick and simple way for customers to purchase a drink. As well as pouring the perfect pint, it reduces costs, cuts queues and increases keg efficiency.

Sodexo Live ( delivers experiences for thousands of customers throughout the year, across 47 venues. These span stadia, cultural destinations, and major events such as Eurovision and Royal Ascot.

In addition to the launching the first fixed self-serve EBar ( Beerwall facility in Europe, Sodexo Live has plans to trial and roll out a range of other initiatives over the coming months.

Millwall ( plays in the second tier of English football. They lost the match against Blackburn Rovers 2-1.