It's called The Beerbelly. Here's a quote from the website selling them.
"Made up of an insulated neoprene sling and a polyurethane bladder connected to a drinking tube, the Beerbelly holds up to 2.3 Litres (over four pints) of amber nectar and it will stay cold for hours with the optional freezer pack. Brilliant, eh? Okay, so you'll look a bit podgy when wearing it, but who gives a XXXX when you can surreptitiously swig your favourite brew wherever you may roam."
Seriously, who comes up with this stuff?
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