Lululemon-branded beer hits store shelves this summer
Yoga giant partnering with Stanley Park Brewing to broach the beer-yoga divide
Yoga might pair more naturally with, say, green tea, or a tall glass of water, than calorie-filled beer.
But yoga giant Lululemon is entering the craft beer game this summer with Curiosity Lager, made by Vancouver's Stanley Park Brewing.
"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 Vancouver companies have partnered before, with the beer maker creating a wheat beer just for the Sunset Festival, the after-party of Lululemon's Seawheeze Half Marathon, last year.
Lululemon said this year's beer will be sold in stores, as well as the festival in Stanley Park, with partial proceeds going to support the Stanley Park Ecology Society.
"Our focus has always been to bring our event mantra — yoga.run.party — to life," said the company in a statement attributed to global events manager Travis McKenzie.
Curiosity Lager is described as a "crisp, bold session lager" with a "citrus hop nose" and 4.6 per cent alcohol by volume.
It's a limited-edition run of 88,000 cans, which will be sold in a variety pack in 200 government liquor stores in B.C., and in tall-boy cans at some private liquor stores in B.C. and Alberta.