Tackle This Vending Machine. Earn A Beer. Hmm...

Taking inspiration from Coke's hug vending machine no doubt, the Salta Beer Company in Argentina together with Ogilvy Buenos Aires have developed what they're calling Rugbeer - a vending machine that dispenses free beer the harder its tackled. It even has a, ahem, "pussy meter" so you know how hard you have to smash into it to get your free beer. Just what the world needs, more alcohol fueled violence. Maybe the company should change its name from Salta to Assaulta. Hmm...