Ben and Jerry’s announced Thursday that plans to create a craft beer are in the works. The brew, carrying the typically out-there moniker “Salted Caramel Brownie Brown Ale”  will be created in partnership with Fort Collins, CO-based New Belgium Brewing.

The ale is expected to hit store shelves this fall.

“Our fans can expect something both delicious and impactful,” said Jay Curley, senior global marketing manager, in a statement.

But there may be more blowback from the new venture then Ben and Jerry’s, owned by food giant Unilever, were expecting. Although craft beers are all the rage these days, a similarly powerful national movement is in play to keep young people from being marketed to — or influenced by — makers of adult-oriented products such as tobacco and alcoholic beverages. It’s possible that Ben & Jerry’s, which prides themselves on staying at the forefront of social and environmental issues, has stepped over the line.

“It’s a crass, corporate greedy move to put put a brand name like Ben & Jerry’s on a beer,” says Bruce Lee Livingston, executive director and CEO of Alcohol Justice, an alcohol industry watchdog consumer group. “It’s bad for children — who will start looking at beer as the next step after ice cream.”

Representatives from Ben & Jerry’s were not immediately responsive to phone and email requests for comment on the criticism.

But a statement from both companies about the “Ben & Jerry’s Ice Cream-inspired beer” affirms that “the two like-minded businesses have long championed similar causes such as minimizing carbon pollution and supporting sustainable agriculture. This project will focus on environment awareness as well.”

In an interview with HuffPost Live last month, Ben & Jerry’s co-founder Ben Cohen revealed that he has tossed around the possibility of a marijuana-infused ice cream.

If any company can walk the line between corporate responsibility and after-hours appeal, it’s probably smart to bet on the creators of “Cherry Garcia” and “Magic Brownies” ice cream.