Lululemon, the default legging provider to soccer moms and backyard yogis, has contorted itself into the craft beer game. Announced on Instagram, the yoga-centered brand is releasing the "Curiosity Lager" in collaboration with Vancouver's Stanley Park Brewing.
While Beer probably isn't the first beverage that springs to mind when discussing a Yogawear brand, it seems that Lululemon is interested in having yoga fans (and guys especially) slide into a chair pose with this craft lager.
As Doug Devlin, director of marketing for Stanley Park Brewing, told the CBC, "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 beer, which ties in with Lululemon's Seawheeze half marathon and Sunset Festival, is flavored with lemon drop and chinook hops. This is a continuation of the partnership between Lululemon and Stanley Park Brewing, which saw the release of the special edition Sunset Strawberry Wit beer last year.
Like any good release, the supplies will be limited—only 88,000 units are dropping in total. The Curiosity Lager is currently available at liquor stores in Canada, but will expand to more stores throughout British Columbia and Alberta, along with a promotion at the Sewheeze Festival in Vancouver on Aug. 15.