The athleisure brand has announced 'Curiosity Lager,' a limited-edition craft brew designed to reach beer-drinking male yogis
Never a brand to shy away from the spotlight, Lululemon is making headlines again. But it's not new yoga pants landing it in the news: The mega yoga company is now venturing into the craft beer market, debuting a brew ever-so-aptly named, 'Curiosity Lager.'
The beer (which reportedly features lemon drop and chinook hops, for all you beer connoisseurs) will be the official beer of SeaWheeze, Lululemon's annual half marathon and yoga event next month, and will be made by Vancouver-based company Stanley Park Brewing. Unfortunately, you'll have to jump the border to get your hands on one—the limited-edition run of 88,000 cans will be exclusively sold in Canadian liquor stores, according to CBC News.
— lululemon men (@lululemonmen) July 16, 2015
But Lulu may be after your guy more than you. "Just because you're a yogi, doesn't mean you won't have an occasion for beer, and we're certainly interested in talking to that crowd," said Doug Devlin, director of marketing for Stanley Park Brewing. "I think Lululemon, by extension, is interested in talking to a more male beer-drinking crowd. It's a nice way for each of us to take what it is we do to a new consumer." The insight makes sense considering Lulu's continued menswear push...but hey, we like beer too!