Liverpool brewer Cains has kicked off its 2008 Best of British campaign by becoming the first company to sell a British ale in a pint-sized can.
The launch follows the September ruling by the European Union allowing the UK to keep imperial measurements. Cains FA (Formidable Ale), which will continue to be available in its existing formats, will be available from next week in Asda, priced at £1.39 per pint.
"The pint is the cornerstone of British culture and we are keen to celebrate this," said Sudarghara Dusanj, chief executive. "Cains FA has been a top-selling line since it was first introduced and we're confident the new format will prove popular."