No, that isn’t a typo or a new niche style of German beer, it’s a limited-edition craft beer with one aim in mind – to break down the taboos of male sex toys and sexual wellness.

Over recent decades, there has been an increase in women’s confidence and comfortability to discuss sexual pleasure in an open way, but for many men it remains a private no-go topic. Or rather, the topic itself is spoken about, but with a layer of humour or irony.

Luxury sexual wellness brand LELO has conducted research which shows almost 60% of men don’t feel comfortable talking to their friends about these topics, despite nearly half admitting to using them. But when discussing matters over a pint, men said they did feel more inclined to open up. This sparked a stigma-breaking idea.

Teaming up with the Great Beyond Brewing Company in Hoxton, London, LELO created this bold, new craft beer, and with the intriguing name, stand out sexual design and statistics on the can itself, there’s no escaping the topic when sharing these with your mates.

It might just be a beer, but by triggering conversations like these, forward steps are being taken towards a deeper, modern understanding of masculinity and more honest, open relationships between men. After all, the humble chat over a pint has been the precursor to so many intimate conversations between men, but there’s one kind of intimacy that’s been missing.

If you want to get yourself a Masturbitter (we never thought we’d been saying that), then they’re available directly from the brewery here for £4.29!