Created for Big Boss Brewing Company, Beercade is the first-ever beer-dispensing arcade game that takes the snore factor out of beer sampling.

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Francona's 2011 Red Sox had crumbled in September, and the team was surly and unlikable, humiliated by comical reports of mid-game chicken and beer soirees in the clubhouse.

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At The Parlour, a popular pre-game (or pre-fight) watering hole, the Vice President of Marketing for Tecate beer was in his element, schmoozing with staffers, vendors and, what the heck, a couple of reporters.

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Now some of you might be scoffing at bowling being labeled as a sport, but, hey, you try and concentrate on your game when within reach is ice-cold beer and seasoned curly fries.

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Not only was that figure 33% higher than the figure for the next-highest game, it accounted for 23% of the season's total beer sales over seven games.

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Such a gesture would be in keeping with the traditions of the quirky 220-year-old pub, which has built up a reputation for hosting activities including the Annual World Pea-Throwing Championship and Dwyle Flunking, a traditional game involving two teams, a broom stick, a chamber pot and a beer-soaked rag.

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But the Uber offices themselves have the usual Silicon Valley accouterments as I walk with Mr. Kalanick to a cluttered conference room, we pass a game room with a Foosball table, a Pepsi-stocked fridge and two tapped beer kegs.

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