The 18-bottle cooler box splays open to create a water-resistant ice bucket, providing a secondary use for the packaging. The new packs, which are being used to sell Miller Genuine Draft, went on sale this month.

Corby, Nottinghamshire-based CRP, which specialises in POS, litho packaging and direct food contact packaging, said the beer pack was "intuitive" and easy to open.

Sales manager Matthew Watts explained: "The development of this pack, which uses specialised water-resistant papers, required an extended product development phase including technical and design expertise. The inside of the pack has a laminated waterproof barrier and is externally litho printed with an aqueous varnish.

"One of the key challenges to overcome in designing this pack was to ensure it could be 100% recyclable," he added.