According to Wikipedia
Ten Cent Beer Night was a promotion held by Major League
Baseball's Cleveland Indians during a game against the Texas Rangers at
Cleveland Municipal Stadium on June 4, 1974. The idea behind the promotion was
to offer as many 8 US fluid ounces (240 ml) cups of beer as the fans could
drink for just 10¢ each ($0.47 in 2012 dollars), thus increasing ticket
sales. Ultimately, the game was forfeited to Texas on the orders of umpire crew
chief Nestor Chylak because of the crowd's uncontrollable rowdiness, and because
the game could not be resumed in a timely manner.