John Rich announced the official launch of his new lifestyle brand, Redneck Riviera, on Tuesday (March 18). Rich shared the big news during a press conference at Spinnaker's Beach Club in Panama City, Fla., in front of a large crowd of spring break vacationers.

“After seeing so many people enjoying the laid-back, carefree beach lifestyle of the ‘Redneck Riviera,’ I realized it is not just a place,” he explains in a press release. “It’s a state of mind that can be found coast to coast and every land-locked town in between. My main goal is to make sure this product lives up to the lifestyle."

The country music hitmaker was joined by Doug Allen of FunTees, and the owner of Spinnaker's, Sparky Sparkman, as he shared the big news. The merchandise includes clothing options for men and women, such as tank tops, shirts and hats, as well as other items, including koozies, license plates, drinkware and decals. A line of clothing for youth will be available shortly.

Rich will be doing more than just offering his celebrity status to the brand. The 40-year-old, who spent years researching and developing the line, will serve as the brand ambassador, and will also oversee all decisions at every level. Delta Apparel, Inc. and To the Game will serve as the merchandising arm, while Earthbound will handle all brand management and licensing.

"Redneck Riviera is not just a brand, it's a way of life," he explains. "It represents the folks in this country who work hard, and play harder! From hunting, fishing, taking it easy on the beach or throwing down at a tailgate party, Redneck Riviera is there 'when you wanna Gitcher Redneck On!'"

The Texas native, who won more than a million dollars for St. Jude Children's Research Hospital by winning Celebrity Apprentice in 2011, will once again donate a portion of the proceeds from Redneck Riviera to the hospital.

See the entire Redneck Riviera line here.