And then Lululemon put out their own branded beer. Why? With all the company blunders, public gaffes and marketing eff ups, we guess they figured why the hell not?
Debuting this summer, Curiosity Lager a “crisp, bold session lager” (4.6% ABV) is Lulu’s first foray into the craft beer market.
“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 Vancouver-based Stanley Park Brewing, the brewery where the lulu brew will be brewed.
Oy. Not that all yogis refrain from sipping the suds, but do we really need Lululemon infiltrating every part of our recreation? Also, somewhat antithetic to their company image, no? Is this what Ocean and Duke would drink?
“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,” Devlin said.
Oh, ok, that makes more sense. Lulu has been trying to stalk the male psyche, er customer, for a while now. Grab your manly customers where they’ll notice – in the beer aisle – then entice them to buy your clothing…? Interesting strategy.
Or maybe beer has just replaced yoga pants?
Plus what a fab vertical integration op – free sips while you shop? Lululemon beer-sponsored yoga festivals! The opportunities are endless. The beer will already be a big part of the Lulu-produced SeaWheeze half marathon coming up in August.
(Also, not for nothing, but ladies drink beer too, FYI. But maybe they’re not the right size/prototype/muse for this special man brew?)
If you were curious (ahem) about this beer only the lucky folks living in British Columbia and Alberta will have the chance to (besides the half marathoners) with just 88,000 cans being produced to be sold at around 200 liquor stores.
Special discount for drinking your yoga pants and trying to wear the beer. Kidding. We kid. But we’d love to see the photos.
- ‘Lululemon Diaries’ – Employee Recounts Cult-ish Corporate Culture And Disturbing Co-Opting Of Yoga
- Lululemon Issues Recall Of Over 300,000 Hazardous Hoodies
- Major Backlash Shuts Down Vancouver’s Massive $150K International Yoga Day Event
- Lululemon’s Chip Wilson Is Finally Out, Leaves Trail of Women Issues, Moves On To ‘Next Lululemon’