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# Amstel Pause
- URL: https://www.protein.xyz/amstel-pause/
- Published: 2013-08-12T00:00:00.000Z
- Updated: 2025-05-28T11:00:51.000Z
- Description: Amstel's new vending machine rewards people with beer for doing absolutely nothing.
- Author: Protein
- Tags: SEEDS, Food & Drink, #protein, #Import 2024-06-11 13:25, #author-change-2025-05-28

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/9508/1c9bd58b-b379-4bd5-9a08-f8234b8a9b54.jpeg)

We’ve seen machines that give coffee to those who [yawn](\"https://www.prote.in/en/feed/2013/07/bye-bye-red-eye\") and beer to those with a [Canadian passport](\"https://www.prote.in/en/feed/2013/06/beer-fridge\") but what if it were possible to be rewarded for doing absolutely nothing? [Amstel](\"http://www.amstel.com/\") Bulgaria introduced an installation that asks the participant to do absolutely nothing, and for their troubles, awards them with a free beer. Conceptualised by creative agency [Next-DC](\"http://next-dc.com/\"), Amstel Pause asks participants to approach the vending machine where they will literally do nothing for 3-minutes. That means no phone calls, no texting, no chatting, or moving, just standing patiently while the timer counts down until a cold Amstel arrives.   
  
Located outside the Serdika subway stop in Sofia, Bulgaria, a total of 1,344 beers were dispensed and that had participants collectively waiting a total of 67 hours for beer. Everyone deserves a break at the end of the day and Amstel Pause proves that sometimes a little inspiration (and booze) is needed to clear the mind for a few minutes.  
  
Serving as another innovative take on the traditional vending machine, Amstel Pause is a good example of brands finding creative ways to get products into the hands of their customers.