isn't the only thing spiked in his life.

The Diners, Drive-Ins and Dives host created , a line of malt beverages with , PEOPLE can exclusively announce. The first flavor to launch the brand is a hard fruit punch, which Fieri describes as "adult Kool-Aid — but not as sweet."

"You can't say fruit punch and not smile. And you can't say Flavortown and not smile. And hopefully you can say Guy Fieri and think good times," the Food Network star tells PEOPLE of deciding on the debut flavor.