Here’s something that might make your lifelong journey to find yoga pants in your size slightly more tolerable: athletic fitness clothing store Lululemon is now making its own beer. Yes, you read that right.
Besides the production of skintight gym and yoga gear, Lululemon is stretching out and partnering with Stanley Park Brewing — but only in Alberta and B.C. for now. Aptly named Curiosity Lager (as in “why is this being sold by Lululemon?”), their new drink is available in 400 liquor stores across the two provinces, with a run of 80,000 cans that will be available through autumn.
This is the result of a very successful campaign, when Lululemon first partnered with the brewery to make an alcoholic beverage for their SeaWheeze Sunset Festival in 2014 (a party that closes their annual half-marathon). Their creation last summer was the Sunset Strawberry Wit, and it sold very well, so Lulu upped the stakes this year and is now offering their new beer in liquor stores.
Curiosity Lager is described as a “crisp, bold beer flavoured with lemon drop hops.” At least there’s some fruit in it, in some form.
The beer’s creation was helmed by Travis McKenzie, global events manager at Lululemon, who said in a statement that the company is looking to move into the liquor business “one day (and can) at a time.”
“This collaboration is a limited release for 2015, but you never know what we’ll be ‘cheers-ing’ to in 2016,” he said.
Now if we can only get over how jarring it is to see a Lululemon logo on a can of alcohol.