Route 66 will unveil a new bottle and six-pack at the TFWA World Exhibition in Cannes this month.

The new bottle features a rock guitarist with the same design reflected on the six-pack with the backdrop of the road itself also featured, the company said today (6 October).

Route 66 is an "all-natural" light pilsner-style beer with four ingredients: water, barley, hops and yeast.

The TFWA World Exhibition runs from 27-31 October and is the global forum for the duty free and travel retail industry.