Yoga pants and beer. No doubt, each have their unique virtues, but what do they have to do with each other? Lululemon, a self-described yoga-inspired athletic apparel company, will release a new beer on August 15th. Yep, the apparel manufacturer at the core of the yoga pants sensation is further gifting the world by offering up a beer: Curiosity Lager.
Based in Vancouver, BC, Lululemon Athletica is credited with spearheading a fashion trend that nobody can complain about: yoga-inspired apparel. Women like the trend because the clothing is comfortable and men like it because, well, men just like it. Couple that with a crisp, refreshing, craft-brewed lager and you can’t go wrong.
To brew Curiosity Lager, Lululemon teamed up with 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, in an interview with 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.”
Curiosity Lager is described as a “crisp, bold session lager” with a “citrus hop nose” and clocks in at 4.6 percent ABV. It’s a limited-edition run of 88,000 cans, which will be sold in a variety pack in 200 government liquor stores in British Columbia and in tall-boy cans at some private liquor stores in B.C. and Alberta.
Part of the proceeds from the beer will benefit the Stanley Park Ecology Society.
Not likely any Curiosity Lager will make it south of the border.