Many promo companies are working hard to win and retain clients in the booming craft beer market. But Salt Life, a wholly-owned subsidiary of Top 40 supplier Delta Apparel (asi/49172), is going a step further. It’s joining the craft brew movement.

Delta Apparel announced this month that Salt Life acquired a majority interest in a new joint venture that centers on developing and selling a line of Salt Life-branded beer. Salt Life, of course, is a beach-inspired lifestyle brand whose flagship products are apparel and related accessories. Beer, a popular beverage of choice when chillaxing beachside or at the end of an active day on the water, was a natural product pairing for the brand, which is celebrating its 15th year.

We love the idea. In fact, it got us singing that catchy Zac Brown tune. You know the one:

Anyhow, Delta Apparel says that the joint beer venture is going to be run by Richard Thompson, an original founder of Salt Life, and Greg Tuttle, an award-winning craft brewer. The plan is for the beer to hit stores in Florida this autumn, then expand to other locales where Salt Life is popular. Indications are it’s strictly a retail venture.

“Our consumers consistently tell us they want more Salt Life-branded products, and beer is often their beverage of choice while living the Salt Life,” said Robert W. Humphreys, Delta Apparel’s chairman and CEO. “The growth of our apparel through all channels of distribution combined with the popularity of Salt Life-branded restaurants (two in Florida) gives us a natural platform for this new product and marketing initiative to leverage the Salt Life brand.”

Sounds good to us.

Indeed, we’re looking forward to sipping the Salt Life brew while living the philosophy so wisely advocated here:

Source: Salt Life Instagram