The Sly Fox Brewing Company in the US has launched its new Helles Golden Lager in a "topless" beer can.
The entire lid of the can is removable, like a soup can which enhances the drinking experience while turning it into a drinking vessel and eliminating the need for separate glassware.
Sly Fox's head brewer said: "This technology allows for fans of craft beer as it means they can savour the full aroma of the beer.
The can is also 100% recyclable and "infinitely recyclable", meaning it can be reused again and again with no degradation in quality.
The new beer in the new can is scheduled for distribution through April.
See it here