PEEKSKILL, N.Y. (CBSNewYork/AP) – The beer is hoppy. The name is fishy.

A new brew developed to benefit the environmental group Riverkeeper has been named Lucky Sturgeon for the endangered Hudson River fish that the group is trying to save.

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Voters on social media chose the name over Clean River, Estuary, Save the Hudson and Watchdog.

Profits from sales will go to Riverkeeper, which campaigns for a clean Hudson.

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The river has been home for centuries to the shortnose and Atlantic sturgeon, both of which are on the federal endangered species list. A new bridge is being built in the river in the New York City suburbs, and measures are being taken to protect the fish from its impact.

The beer, from Peekskill Brewery, will debut Oct. 4 at Peekskill’s Hop and Harvest Festival.

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