An Ireland-based company called Drink Command has released a new self-service draft beer system that enables customers to pour and pay for their drinks directly at the beer tap with the help of a full-service payment management system from Verifone. Drink Command said the service aims to reduce queues, improve speed of service and enable customers to pay with a contactless card, NFC-enabled smartphone and other payment methods at the tap. Hilton Hotels and The University of Reading are among the first locations in the UK to roll out the technology. Critics are asking how you can ensure that that those who have drunk too much are not served, especially in a University location. This self serve trend makes self regulation as well as supervision harder and it is wondered how these issues will be addressed.