Although everyone loves falling for a good rickroll from time to time, this is no joke, folks. Rick Astley, the '80s pop sensation-turned inescapable Internet meme is launching his very own brand of beer. Really.
Earlier this week, the Irish Mirror reported the 50-year-old singer recently teamed up with Copenhagen-based brewery Mikkeller to create his own beer, instantly heightening the Internet's collective rickrolling alertness and inspiring obligatory jokes like "never gonna give you hop." But in all seriousness, the living meme is a big fan of beer, and now, it looks like he's finally going to cash in on his ironic popularity by making one of his own.
"I enjoy a beer with friends and I'm hoping to sell my own brand soon," Astley said, per the report. "Mikkeller beer is quite experimental and they've been sending me various bottles to sample. Some are quite fruity -- one was a pear beer they make for a restaurant, but we've gone for a pilsner type lager. All I need now is a name for it."