Originally we couldn’t tell if this was too stupid for words or stupendously ingenious. But it’s been a run away success in the marketplace. It’s called the Beerbelly and it’s actually a fake gut that you can fill up with beer (or your favorite alcoholic beverage) and hide under your clothes.

The Beerbelly – a secret strap-on beer holder that disguises itself as a bulging beer belly – is being marketed in the US.

It was the brainchild of three middle-aged men who wanted a way of sneaking beer into movies and baseball games.

Within just five days of launching their www.thebeerbelly.com website, they had an incredible two million hits and calls for it to be sold worldwide.  Working 20 hour days, the team has been unable to keep up with sales demand.

The Beerbelly’s harnesses slip over the shoulders and around the waist, under a shirt, leaving onlookers thinking the wearer just spends too much time in the pub.

But little do they know, the wearer doesn’t actually need the pub – he, or she, has an 80-ounce plastic bladder full of beer constantly at hand.

Beerbelly DeluxeGreat for things like movies or sporting events to avoid the $10 beer. You can also fill it with hot beverages as well, and of course, silly things like water.

The Beerbelly Deluxe Kit is $49.95 and that includes the Beerbelly Sling and Bladder, The Pleasure Extender, One Step Beerbelly Cleanser and three specially-made brushes. Run, don’t walk, for this one!  They are going fast.

Product page.