World first beer can cup kicks off

SABMiller has introduced new beer packaging for the FIFA World Cup.
Developed exclusively for SABMiller by metal packaging manufacturer Crown Holdings, the new full aperture end, the first in the world, allows the entire can lid to be removed, turning the can into a drinking cup so removing the need for glassware and draught installations.
The can was devised to reduce queues at bars around the event, with a quicker serving time, without compromising on the drinking experience.