Would you like a lager with your downward dog?
Lululemon—that company of see-through yoga pant infamy that arguably singlehandedly launched the “atheleisure” trend in comfortable, everyday sportswear—is introducing a specialty beer, the Curiosity Lager.
The beer comes in a 500 ml slender can, has 4.6% alcohol, printed with a geometric array of Pacific Northwest motifs: a totem pole, a suspension bridge, evergreen trees, mountains, and water. A limited edition release of 88,000 cans is planned.
Lululemon teamed up with Stanley Park Brewing to launch the lager, flavored with chinook and lemon drop hops for “crisp, cold beer.”
The beer’s August 15 release is timed with the SeaWheeze Half Marathon and Sunset Festival, a popular race in Lululemon’s hometown of Vancouver, British Columbia.
Though seemingly an odd couple at first, beer and yoga have coupled to become a major lifestyle force in the past few years, with boozy sessions becoming increasingly popular, particularly among the prime yuppie female demographic.
But Curiosity Lager is only the latest strategic deviation for the company, which is attempting to make its way into the men’s market.
Doug Devlin, marketing director for Stanley Park Brewing, told the CBC, “I think Lululemon, by extension, is interested in talking to a more male beer-drinking crowd.”