New San Diego-branded beer debuts in support of the city’s Happiness is Calling campaign.

NORTH AMERICA- The San Diego Tourism Authority has partnered with local craft beer outlet Bay City Brewing Company to create an official destination beer inspired by the city, which prides itself on being the “craft beer capitol of America.”

The deal was crafted by Coastal Limited.

A session IPA named 72 and Hoppy, the beer is designed to complement SDTA’s Happiness is Calling campaign, which Coastal Limited is supporting with a variety of licensing agreements including products from San Diego Hat Company, Knockaround Sunglasses and Tipsy Elves.

72 and Hoppy was introduced last week at Bay City Brewing Co. and it will be available on tap from a variety of restaurants, bars and craft brewers in the region, as well as in can form later this summer.

“This collaboration reflects the region’s hoppy beer culture and laidback atmosphere,” says Paul Leonhardt, president, Coastal Limited, who crafted the collaboration. “San Diego is a coveted travel destination for people from all over the world, but more importantly, it is a state of mind. We continue looking for opportunities that enable locals, tourists and hopefuls to proclaim the San Diego state of mind via licensed apparel, accessories, and products in all merchandise categories.”