Beverage company Anheuser-Busch InBev (AB InBev) has launched Budweiser in new metal packaging featuring a full aperture end, developed by Crown.

The new 200 diameter end, which is branded the 360 End, allows the entire can lid to be removed, turning the can itself into a cup.

AB InBev APAC procurement vice-president Ricardo Dias said in China, which has surpassed the US as the world’s largest beer market, younger consumers represent a major part of the country’s consumption of 40 billion litres of beer annually.

"The ‘gan bei’ can is a brand new product with a very specific goal: enhancing the drinking experience for Budweiser consumers, who have increasingly sophisticated taste," Dias said.

Produced using a combination of Crown’s food can and beverage can technology, the 360 End is 100% recyclable.

Support for the AB InBev application was provided by the company’s global operations, with the ends being produced in Asia and converted in the US.

The metal can is currently produced in Europe with final filling taking place in China, where the production will be based after the initial launch.

Crown beverage cans Hong Kong / China vice president Robert Bourque, commenting on the collaboration, said, "We worked closely with AB InBev to adapt the 360 End™ for the Chinese market and leveraged our global capabilities to make it possible."

The 150ml package is slated for limited release in China, with the primary end-use targets being the nightclubs and the karaoke scene.

Image: The new 360 End developed by Crown allows the entire can lid to be removed, turning the can itself into a cup. Photo: Crown Holdings.