London Beer Factory 360 cans

The London Beer Factory has launched its entire range of beer in 360-degree can technology, a design that enables the drinker to completely removed the lid of the can, allowing for the full spectrum of flavours and aromas to leap out.

The unique ring-pull is easily pulled away from the curved lip, instantly turning the can into a cup. Scientific research has proven the human tongue is able to detect only five taste sensations: sweet, sour, bitter, salty and umami. The Society for Neuroscience states that the “interactions between the senses of taste and smell enhance our perceptions”. Playing with the senses, the can allows both taste and smell to interact, highlighting the character in the beer.

London Beer Factory 360 cansFounded by brothers Ed and Sim Cotton in 2014, the London Beer Factory creates a range of beer, using an array of the highest quality hops and malts from around the world. The range, which includes Beyond the Pale, Sayers Stout, London Bohemia (Pilsner), Chelsea Blonde and Paxton IPA, is unfiltered and unpasturised with distinctive qualities and aromas.

Sim said: “I came across the 360 can for the first time in the States last year and it blew me away! I couldn’t believe that we didn’t have them in the UK, so that became my mission. The ring-pull design enables the whole of the top of the can to be taken off, essentially turning it into a glass.

“At The London Beer Factory we pride ourselves on making beer with character, that’s packed full of flavour and aroma. Drinking out of a 360 means you get the best drinking experience. Cans are not only better environmentally, as they are 100% recyclable, but they keep the beer fresher and full of flavour.

The experimental pilot range will also be available in 360-degree cans, as each month The London Beer Factory introduces a unique brew. This summer it launched Strawberry and Cream Ale, an American-style lager using hops from the world famous Yakima Valley region in Washington state, made with buckets of fresh British strawberries.

Every weekend the brewery welcomes guests to come down and try its pioneering selection of craft beers in the tap room. Guests are able to purchase the cans at the brewery, or they can be bought online via The London Beer Factory website