Eco-cooler chills your beer underground

An eco-friendly fridge which chills your beer underground without the need for electricity has been released with the promise of saving the world, “one earth cooled beer at a time.”

Harnessing the well worn principles of the cellar, eCool refrigerates cans of beer without the need for electricity, requiring only a deep hole to be dug in the ground.

Once installed, eCool uses a crank to bring your earth cooled cans to the surface, a pretty nifty party trick, bringing your fridge closer to your sun lounger on a hot summers day and reducing your carbon footprint.

At four feet tall, the eco-friendly device can hold 24 cans of beer and is designed to remain in the ground all year.

However it seems likely that the portable device could be put to good use on a remote camping trip, eradicating the pain of a warm beer.

Its creators, four men from Mors, a small island in northern Denmark, recommend using a garden drill to install it, or a shovel, “if you’re a real man.”

The device is priced at £178 ($300)