Honolulu Magazine published a report 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 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.