Salt Box Brewery in Nova Scotia has announced the impending launch of a lobster infused beer - much to the dismay of many vegans.
Brewery rep Patrick Jardine told CTV: "Hey why not? The Maritimes is all about lobster, and lobster and beer go together, so let's marry them up."
The brewing process involves the use of whole lobsters - which may not surprise many in a province where boiling them alive is still common practice but has been made illegal elsewhere.
According to Fisheries and Oceans Canada, the lobster industry in Nova Scotia was worth $570 million as of 2014.
Despite containing dead lobsters, the beer is called Crustacean Elation Ale - and marketing includes imagery of a joyful cartoon lobster double-clinking two tankards of beer.
One Facebook user said: "Yes let’s find more ways to exploit animals."
Another added: "Completely unnecessary to produce something that will kill more animals.
"Did they, not hear, vegan is in now and killing animals and fish is out."