Everton are using an innovative way to pay for drinks at their new Hill Dickinson stadium, which is set to host its first Premier League fixture on August 24, but fans were left ‘disgusted’ by an image being shared on social media which appeared to show drinks prices at the £800 million venue.
The Toffees are embarking on a new era at their new 51,565-capacity stadium located at Bramley-Moore Dock, after saying an emotional farewell to Goodison Park at the end of last season. Everton announced in May that Goodison Park will now be occupied by the club’s women’s team - making it the largest dedicated women’s football stadium in England.
Everton held their latest pre-season friendly at their new stadium on Saturday, but were unable to prevent a 1-0 defeat against Italian outfit AS Roma. Despite the result, supporters got the opportunity to test out the club’s new method of purchasing drinks.
One video posted to TikTok shows fans scanning their cards before walking through barriers and seeing rows of pints lined up on the counter. Fans then take their beer and the amount of money is automatically deducted from their bank accounts. Watch the footage below:
Fans in the comments were quick to ask what happens if fans take more than one beer. “It’s like the Amazon fresh shops,” another supporter commented, “you [use] contactless to get in then it detects how many you take and charges you for it.”
Drinks Price List Angers Fans
Everton's Hill Dickinson stadium
While the technology is impressive, fans have been left angered by a pricing list shared on X (Twitter), per the Daily Mail. “Everton have a f****** word will you,” the caption of the tweet reads, “the most expensive pints/drinks in the [Premier League] for a club that goes on about having working class fans, just greed.”
The image showed £7.05 being charged for a San Miguel, and £6.75 for a Budweiser. Meanwhile, a Kopperberg Apple Cider looked set to cost fans £6.85.
In terms of non-alcoholic options, the image showed fans have the option to purchase soft drinks like Pepsi Max and 7UP Zero for £3.25. while a Red Bull will set supporters back a cool £5.25. And then there are the hot drinks, with coffee at £2.90 and tea at £2.65.
Over on X, fans made their feelings crystal clear. One said: "The club making a huge mistake here, defo not reading the room. Should be a fiver a pint, max. You’ll get more fans spending their hard earned wages in the ground if you did. Absolute greed." Another wrote:
"There is no need for a pint to cost that much anywhere in the country never mind in a football ground where they want people in for two hours before kick off. Absolute joke"
A third fan said: "Everton want fans to be in the ground before and after games. With prices like that, they’re taking a huge misstep. Incredible lack of foresight." While another commented: "The people’s club at it again." A fifth simply wrote: "Disgusting that."
Actual Drinks Prices Revealed
Everton's Hill Dickinson stadium
However, the Daily Mail have since updated their article to state the prices displayed were, in fact, slightly incorrect. Instead, a San Miguel will cost fans £6.75, while an Apple Cider will cost £6.50. Camden Pale and Guinness were reportedly being charged at £6.75, and the cheapest beer option is Budweiser - which costs £5.95. One fan suggested on X that the original pricing list doing the rounds was simply a "test sign".
Everton will be hoping their fans find those prices more reasonable. The Toffees begin their 2025-26 Premier League campaign away at Leeds United next Monday before welcoming Brighton to the Hill Dickinson stadium the following weekend.