Culture

Lululemon Is Launching…A Beer?

The popular yoga/run brand is bringing some post-workout hydration to the table.

@Lululemon/Instagram
@Lululemon/Instagram

How about some inversions with a side of beer? A 5K with a dash of lager? (Oh wait, running and beer is actually kind of normal.) Popular athletic brand Lululemon is launching a limited edition “Curiosity Lager,” according to CBC News. The Vancouver-based company is partnering with local Stanley Park Brewery to pour only 88,000 units of the om-friendly brew. This isn’t the first time the two collaborated on beer; last year the same brewery crafted an original concoction, Sunset Strawberry Wit, for the Sunset Festival, the popular outdoor yoga celebration that follows the Seawheeze Half Marathon every August.

However, this year’s iteration will be sold in some stores as well as in Stanley Park at the festival. “I think Lululemon, by extension, is interested in talking to a more male beer-drinking crowd,” explained Doug Devlin, director of marketing for the brand, to CBC. “It’s a nice way for each of us to take what it is we do to a new consumer.”

The lager is a bold, crisp option, perfect for the giant outdoor festival that will be happening on Aug. 15, when the beer is released. Graphic designer Karston Smith designed the can, which fits in with Lulu’s morphing Seawheeze art the surprises participants every year with a new look.