Former PM Bob Hawke unveils new beer bearing his name

It's no secret former Prime Minister Bob Hawke loves a pint or two, and now he has lent his name and face to a new beer.

Hawke's Lager was unveiled today in Sydney by the man himself, who once held the record for downing a yard glass of beer - around 1400ml or two and a half pints - in 11 seconds.

Mr Hawke, 87, poured the first drop at the Clock Hotel in Surry Hills to officially open brewery Hawke's Brewing Co.

"How's that for a pour?" the Labor legend said. 

"A lovely beer."

The larrikin former politician said his share of profits will go to Landcare Australia.

Landcare is a not-for-profit organisation which promotes environmental management with land productivity and aims to support farming communities.

Mr Hawke's beer antics have become a regular feature at the cricket.

In January he sank a beer at the Sydney Cricket Ground on Day Two of the second Test against Pakistan, and delighted cricket fans at the SCG when he skolled a beer in 2012.

Hawke's Lager founders Nathan Lennon and David Gibson had the idea for the beer when working in New York and pondering who they'd like to have a beer with.

"Before we knew it, we were on a Qantas jumbo back to Sydney and drawing up a business plan ... (and) the three of us were sitting in the former PM's kitchen," Mr Lennon said.