Football, Formula One, Music, Films, Women and Work. When men catch-up with mates over a pint in the pub these are typically some of the topics that dominate conversation. Sex is talked about, often loaded with bravado, yet more sensitive topics such as sexual wellness, intimacy and pleasure can be tough talking points for fear of being mocked.

That’s why sexual wellness brand LELO and Great Beyond Brewing Company have partnered to launch a new limited-edition craft beer called The Masturbitter, to get men talking about sexual pleasure and wellness. The beer has been perfectly brewed to break down the stigma and dismantle the taboos men face when discussing their own pleasure and use of sex toys.

Whilst conversations among women about sexual pleasure, masturbation and sex toys are becoming less taboo, new LELO research reveals quite the opposite for men. Almost half of British men (46%) have used a male sex toy – either solo or with their partner – yet 59% would not even discuss the topic with male friends – and 20% dismissed the use of them as ‘weird’.

The research also revealed almost half of men (48%) have had zero conversations about personal matters such as sexual pleasure and masturbation in the last year. Meanwhile, 43% of men don’t feel comfortable opening up to their male friends about intimate topics at all.

LELO’s work within the sexual wellness space aims to dismantle these stigmas and normalise pleasure for all. When asked where they would feel most comfortable discussing intimate matters, the majority of male Brits (22%) said ‘over a pint’ rather than at home (17%), on WhatsApp (8%) or at the gym. With this in mind, The Masturbitter has been brewed to encourage these conversations in a safe and familiar space.

The can of the ‘The Masturbitter’ design features statistics such as ‘59% of men do not feel comfortable discussing male sex toys with their male friends’ to act as a reflection point and conversation starter for those drinking the beer. The drink will be available to buy exclusively at greatbeyond.beer or in the taproom while stocks last.

LELO has recently announced the launch of a new addition to its growing portfolio of male pleasure toys, the F1S V3 and F1S V3 XL. A vibrating male masturbation sleeve, the toy is the brand’s latest venture into male sex tech and even includes a new AI interactive mode that personalises and improves performance with every use.