Guinness is predicting there will be a new generation of "straight from the neck drinkers" thanks to the £10 million (€38 million) development of a new widget.

It promises the rocket-shaped device inside the bottle will make the Guinness taste like draught.

The bottle is a major departure for Guinness in that it is clear, with a shiny plastic wrap designed to look like a pint complete with creamy head.

An advertising campaign created by the brand's UK agency, HCCL, starts as soon as the drink goes on sale in October.