Mike Hess Brewing debuts Open Mike can, using Crown’s 360 End

Here’s a photo of a 360 End up close. Above is the Open Mike beer can for the Habitus Double IPA .

Crown invented the bottle cap more than 100 years ago, which is its namesake, the Crown. Ever since, it’s been producing innovative aluminum and tinplate cans, tabs, ends and specialty packaging products for a zillion beverage applications. The 360 End is one of those products. It’s a unique end that allows the entire lid of an aluminum can to be removed, turning it into a drinking vessel, eliminating the need for separate glassware and creating a whole new beer drinking experience. The product has been around for a few years, but that doesn’t diminish its coolness.

In fact, Mike Hess Brewing just announced it would be capitalizing on 360 End technology with the Open Mike beer can, which also makes it the only brewery in California to use the patented 360 End product.

“We could not be more excited to debut this breakthrough can design. For outdoor enthusiasts like me, Open Mike lets us experience the beer wherever we go, whether that’s at the beach or pool deck, stadium parking lot or anywhere in the great outdoors and without the disadvantage of a standard can’s small opening. Craft beer, technology and the active lifestyle come together quite nicely here,” explained the brewery’s founder, Mike Hess.

You just grab an Open Mike can, and on top you’ll see an extra big aluminum tab. Situate the can correctly in your hand, pull that tab back toward you, twist the can and pull off the entire top of the can. The cold, open can experience promotes environmental benefits, stadium friendliness and a new aromatic sophistication. The new cans and ends are fully recyclable and better for the environment than glass. And, as an added bonus, Open Mike ends use 10 percent less aluminum than other ends (said Crown), so the switch will help Mike Hess’ overall sustainability initiative. In addition to the Open Mike cans, Mike Hess will be introducing its flagship 16-ounce canned beers in boxed six-packs.

“Open Mike six-packs will be available as early as Nov. 1 wherever Mike Hess beers are sold, including Southern California and the greater Phoenix markets,” said Mike Hess Brewing’s National Sales Director Greg Hess. “The first brand to feature the new packaging and Open Mike ends will be Habitus Double IPA, World Beer Cup gold award-winner in the Rye Beer category. The boxed six-packs give our fans and retail partners 50 percent more beer than our current four-packs in a familiar, approachable package branded to help identify Open Mike cans.”