Greenwich-based Meantime Brewing Company has teamed up with London pub group Young's to launch a new ‘brewery fresh beer' concept.
The new format, which is inspired by the concept's popularity in Holland and the Czech Republic, will see Meantime's London Lager sold directly from the tank in the pub.
The system involves beer being kept at a constant 2Â°C as it transported in airtight containers from the brewery to specially engineered tanks installed in the pubs.
The beer is then dispensed direct from the tanks and should, according to Meantime, taste as fresh as it would in the brewery.
Nick Miller, Meantime chief executive, said: "Brewery Fresh beer represents a way of ensuring our beers retain the flavour they originally set out to create - unadulterated by the processes that other industrial lagers go through which can diminish it."
Alastair Hook, founder and Brewmaster at Meantime, added: "For a brewer, there is only one place to really drink beer: straight from the vats, in the brewery.
"I believe that the improvements in the Brewery Fresh technology mean that we may have found the brewers' Holy Grail: Brewery Fresh beer served, unfiltered, naturally carbonated, unpasteurized and as fresh as it could be, direct from tanks at the local pub. Tasting as beer does when it's in the brewery."