Fuller's has unveiled what it has described as its biggest beer launch in a generation.
London Pride Unfiltered is a 4.1 per cent ABV keg version of its flagship brew.
It is brewed to the original recipe and then dry hopped with Target Hops for extra flavour.
It is served at four to six degrees - making it cooler than its cask sibling - and is aimed at the younger end of the beer drinking market.
The first pints were poured at a launch event at the Old Truman Brewery in London's Brick Lane last night, ahead of the Craft Beer Rising beer festival.
Fuller's brewing director John Keeling told the crowd: "Cask beer has the most natural flavour in a beer because cask is the least processed of beers, now is the time for us to look at keg beers. This is the least processed of all keg beers.
"Traditionally they have been filtered and pasteurised. We do not filter or pasteurise this beer we just centrifuge it."
He also praised the 'craft beer revolution' for putting "flavour first and haze second."
It is the first time since 1959 that the London Pride name has been used for a new product.
For more information on the beer call 023 9271 4444.