Lululemon’s Making Beer for Yoga Bros
“Meet Curiosity Lager. The official brew of #SeaWheeze, coming soon to a party near you.” Photo: @lululemon/Instagram
Because sometimes yoga just isn’t enough to align the most muddled chakras, Lululemon Athletica has launched a limited edition beer.
The Canadian yogawear giant announced on Instagram that it’s collaborating with Stanley Park Brewing in Vancouver to produce a limited 80,000-can run called the Curiosity Lager. The beer features lemon drop and chinook hops and will be handed out at the brand’s annual Seawheeze half marathon on August 15.
“Beer, it’s the new yoga pant. Wednesday, it’s the new Friday.” Photo: @lululemonmen/Instagram
The can features an illustration by graphic designer Karston Smith, showing the city scenery. This actually isn’t the first time the yoga pant brand has gotten in on the brewing business. Last year, it released Sunset Strawberry Wit for the same event.
But it seems that it’s more than curiosity and craving driving the apparel company to create the alcoholic beverage. “I think Lululemon, by extension, is interested in talking to a more male beer-drinking crowd,“ Doug Devlin, Stanley Park’s director of marketing, told CBC News. "It’s a nice way for each of us to take what it is we do to a new consumer.” He added, “Just because you’re a yogi, doesn’t mean you won’t have an occasion for beer.”
Over the past few months, Lululemon has been focusing more attention on its men’s lines, attempting to expand its business beyond its primarily female consumers. The retailer has opened men’s only stand-alone stores and Fortune predicts it could potentially reach $1 billion in annual revenue in the next few years. “The guest we are going after probably works out five to six days a week, and maybe does yoga one day a week,” Felix del Toro, senior vice president and general manager of Lululemon’s men’s business said. “He sees the benefit of yoga, not only for his life, but also for his athletic performance. But he’s not a yogi.”
But maybe (and hopefully) a beer drinker.
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