SAN JOSE — San Jose Sharks fans, you’re gonna need a bigger keg.

Gordon Biersch unveiled its new Sharks-themed beer, Chum, on Thursday, and it should be hitting store shelves by the end of the month. Sharks mascot S.J. Sharkie, along with broadcasters Randy Hahn and Dan Rusanowsky, joined Gordon Biersch founder Dan Gordon to watch the first bottles roll off the line at the Japantown brewery.

But when it comes to the name, Chum, well… ew, right? A beer named after the bloody fish pieces that fishermen throw into the water to attract sharks doesn’t seem like the best flavor message to send to customers. Gordon laughs at the thought.

“When that name just came out, there was no other name that we could think of to beat it,” he said. “It’s a natural.”

At least the smooth red ale — with a name like Chum, what else could it be? — should attract Sharks if not their fans. It should be available at Safeway and other outlets starting by the end of September, and it’ll be served at the Sharks’ home base, SAP Center. Gordon says he plans to pour it at Dan Gordon’s, his eponymous restaurant in Palo Alto, too.

The collaboration between the brewer and team came about over a dinner between Gordon and Sharks COO John Tortora at San Jose’s popular Vung Tau restaurant. Gordon hoped to produce a beer for the team’s milestone 25th season last year, but the timeline proved too tight. Now, he’s just hoping fans can enjoy it deep into a long playoff run and perhaps another Stanley Cup Finals berth.

“I’ve been a die-hard Sharks fan since Day One, and we’ve been great partners for 15 years now,” Gordon said. “I don’t think that there’s any other NHL team that has its own beer.”