Cult fitness brand Lululemon has launched a new product| but it’s not a pair of ultracomfy yoga pants. Instead| the fitness-centered company is launching its own craft beer| dubbed the Curiosity Lager. Lululemon has partnered with Stanley Park Brewing to create the beverage for the SeaWheeze Half Marathon and Sunset Festival| a popular race in Lululemon’s hometown of Vancouver| British Columbia| Canada.
The beer comes in a 500-milliliter can and has 4.6 percent alcohol| and with only 88|000 cans being released solely in Canada| not all Lululemon fans will be lucky enough to snatch up this new drink. Curiosity Lager is described as a “crisp| bold session lager” with a “citrus hop nose.”
“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.”
While we can’t predict if more men will be into yoga just for the beer| the pairing between exercise and alcohol is a fast-growing trend. After all| once you master the Handstand Scorpion pose| why not have a celebratory beer for your efforts? In fact| many studios host postclass wine parties and some races even offer wine-lovers special tastings. Research has also shown that having one drink won’t affect your post-workout achievements| but like with all vices| three or more drinks can negatively impact your hard work at the gym.
Curiosity Lager will be available on Aug. 15| but until then| see what other Lululemon fans are saying about the craft beer:
This will either go extremely well for the company or be the McPizza on the lululemon name #lululemon #curiositybeer pic.twitter.com/3Xu28RZw3a
— Maddie Coelho (@maddie_coelho) July 20| 2015
I just don't understand this lululemon beer
— erika cionci (@erikacioncii) July 23| 2015
#lululemon coming out with their own beer. I'm assuming it has hints of pumpkin spice latte| with a finish of lighting a $100 bill on fire.
— ian slipp (@ianslipp) July 21| 2015
Image Source: Instagram user nadinebeland