Hockey and beer have long been a heavenly match for San Jose Sharks fans. So it seems only natural the Sharks would dive fins first into the craft beer market.

The reigning Western Conference Champions, in a partnership with San Jose-based Gordon Biersch Brewing Co., announced Thursday in a news release the debut of a Sharks-branded craft brew called Chum.

The dry-hopped red ale has a malty 7.2 percent alcohol by volume and 42 bitterness units created by flavorful Hallertau and Tettnang hops, the Sharks said. The beer will be sold in both bottle and draft form at SAP Center, Safeway and other retail stores and restaurants throughout the Bay Area, the team said.

In crafting Chum, the two organizations went through several rounds of development and tasting to fine-tune the exact level of dry hopping. And the name and color were obvious choices based on the characteristics of ocean dwelling sharks and their taste preferences, the Sharks said.

“The San Jose Sharks and Gordon Biersch Brewery are two fantastic, local brands that resonate with both hockey fans and beer enthusiasts throughout San Jose and the entire Bay Area,” John Tortora, chief operating officer of Sharks Sports & Entertainment, said in the release. "I am confident Sharks fans who sample Chum will enjoy the results of this exciting partnership."

Sharks longtime TV and radio announcers Randy Hahn and Dan Rusinowsky, as well as team mascot SJ Sharkie, were on hand at the brewery Thursday to be among the first to get a taste of the new brew.

Hahn said when he got a call to go into work, he was a bit reluctant at first. Then he was told there was going to be beer. "I'm in!" Hahn said he replied.

Dan Gordon, brewing engineer and founder of Gordon Biersch Brewing, joked that since he can't be a 56-year-old defenseman in the NHL, "seeing Chum iced down in tubs throughout SAP Center is about as close to the ice as I can get."

The beer is due to hit supermarket shelves by Sept. 19, Gordon said.