Brits Can Now Have Beer Delivered To Their Homes at the Press of a Button

Forever pushing the boundaries of consumer laziness, Amazon recently introduced Amazon Dash buttons, small devices that, with a push of the button, tell Amazon to deliver anything from laundry detergent to guitar strings to Trojans straight to your door. Apparently, the already streamlined process of ordering from Amazon was just too much for some people.

And while the ability to re-up on Gatorade by pressing a button is cool, some companies have begun to take the Dash button concept even further—you can now, for example, order a pizza with a single click. But UK brewer Carling knows your deepest, darkest desires, and the company is now offering the booze-expediting device you have always wanted but were afraid to ask for.

Carling's beer button is designed to be installed in your fridge, and will bring you fresh brewskies whenever you open the door and see that you're low on ammunition. The button pairs with a corresponding phone app, and, depending on how you set up the device, will put a case of Carling in your online shopping cart at one of five online grocers. Unfortunately for everyone else in the world, the button is only available in the UK where, probably not coincidentally, Amazon launched Dash buttons last week.

"Although it may seem too good to be true for some Carling fans, the Carling Button is not a gimmick but is already up and running as a fully functional product," Alpesh Mistry, the marketing director at Carling's parent company, Molson Coors, told Marketing Week.

It's unclear how quickly you'll have a case of cold ones at your front door after pushing the "beer me" button, so whether the button can save someone a trip to the store mid-drinking session is unclear. But what is certain is that you no longer have to venture out into the real world and interact with another human in order to re-up on beer.

Carling reportedly introduced the beer button to help increase its brand presence online, where most consumers only see ten products per page after searching for an item. (A third of consumers don't click beyond the first page of results). A button in the fridge would serve as a reminder for drinkers to choose Carling, although it's already England's most popular beer.

Are beer buttons the pinnacle of laziness and signs of the times, or are they the greatest invention we've seen in ages? One thing is certain—Carling is leading the charge on this one.

American hackers have bootlegged an Amazon dash button to order beer in the past, but civilians are out of luck. Until then, we'll just keep on arguing about who has to make a run down to the corner store.