Honolulu Magazine published a report today on the local Whole Foods introducing a new Private Brand Beer, according to the story: Troy Terorotua, beer specialist at Whole Foods Kahala, is introducing a signature Private Brand Rogue ale called No Ka Oi IPA. The label includes a picture of Terorotua him throwing a shaka, a traditional Hawaiian hand gesture meaning “hang loose”or to chill, in an aloha shirt (the original design had him in a wife-beater, which Terorotua decided wouldn’t be appropriate in the Whole Foods context). It’s a hyper local Whole Foods Private Brand beer for the Hawaii market; it’s even labeled “Kolohe” (or rogue, in Hawaiian) with Rogue’s signature star in the “o.”

“It’s a fun thing,” Terorotua says. “It wasn’t for glitz and glam. But having my face on it didn’t hurt.”

The new beer retails for $5.99 a six-pack.