Lululemon, known most famously for its high-end yoga clothing, is now getting into the brewing business – beer brewing, that is. Their new craft brew Curiosity Lager will hit store shelves at the end of this month.
According to The Star, 88,000 cans of the limited edition beer will be made and served at Lululemon’s annual SeaWheeze Sunset Festival and Half Marathon in August. “We both share a deep hometown pride in our forest-in-the-city, Stanley Park and a unbridled enthusiasm for cold beer after a sweaty run on the Seawall,” a press release stated. The Curiosity Brew will also be available for sale at liquor stores in BC and Alberta.
The new Lululemon beer will be produced by Stanley Park Brew, and part of the sales’ proceeds will be going to support the Stanley Park Ecology Society.
“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 (to CBC News). “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.”
Lulu (as it is affectionately known by yoga and stretchy pant lovers), is based out of Vancouver.
Photo: Stanley Park Brew