Developed by Crown, the end is designed so that the entire lid of the beverage can is removable, turning the metal can itself into a drinking vessel and eliminating the need for separate glassware or plastic cups that add unwanted waste. Ideally suited for the beer industry, the design of the 360 End® enables the full flavor and aroma of the beer to hit the drinker’s senses upon removal, enhancing the overall experience with the product.
Little did the brewery founders—Paul Kreiner, Jim Cagle, and Mike Condon—realize as they looked into introducing the 360 End that the state of Illinois had an environmental litter law in place dating back to 1988 that prohibited the production and sale of fully removable beverage container lids for beer, malt beverages, liquor, and other products. When they discovered this was so, they enlisted support from a local state representative, the president of the Illinois Brewers Guild, and other politicians. The final step in lobbying for the change was to have the law removed from the Environmental Protection Agency’s oversight and put into the oversight of the Tourism Hospitality Craft Industries group of Illinois. After about a year and a half, several meetings, and unwavering effort, bill HB2386 was passed.
