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Lululemon Beer Is Real And It’s Here

in YD News
image credit: Leo Uribe via CBC News

image credit: Leo Uribe via CBC News

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.



15 comments… add one
  • I used to work in event marketing for a top-tier brewer and you wouldn’t believe the marketing spends that were made around race events. Beer marketers have a captive audience of those who are drug down to wait at the finish for their runners (I’d bet there is a large male segment of these folks at Seawheeze) and the runners themselves after they complete the race. I was dumbfounded by the amount of folks who were trashed at 10 a.m. after running 26.5. My guess is Lulu has the cash, so why not produce a brand to increase profit on the beer sales at their event as well. I’m not sure I would do it, but I see Lulu’s logic! It will be interesting to see what comes of it. Thanks for the post!

  • “Tapping” into a new market every which way they “can”!

  • S.

    More evidence that this company couldn’t give a rat’s @ss about your health, and will do anything just to make a buck.

  • Corey

    From their own website “Alcohol and soft drinks add up in your caloric intake—empty calories with no nutritional value.”

    • VQ2

      There may be a silver lining to all this … less showrooming and have a larger availability of clothing on-hand for women of all sizes and (over-majority) ages … pretty sure it’s illegal to just sell the beer to dudes, transgender dudes or under whatever the age is in your state …

  • This is completely within their paradigm, “Make money”.

  • arlet

    no. just no. what?! come to think of it, there are so many wine and yoga/health/workout events out there. why now, I guess? http://extendyoga.com/

  • Wonder if they’ll make a yoga overall to go with the new couture yoga beer belly. Everyone who is anyone will want it if it’s got a horseshoe stamp. https://bitchinyoga.wordpress.com/2013/12/19/do-these-pants-make-my-ass-look-fat/

    • VQ2

      Nooooo …. the beer has no alcohol and no carbs and no sugars … it’s actually Kombucha in disguise; and none of Lululemon’s customers ever gain any weight – even if that were REAL beer. Noooooo, not in any Lululemon stores.

      It’s totally impossible.

      But if they do? Well, they are exercise bulimics (the yoga alone probably doesn’t work) and they at first will only enhance the BRAND …

      Until they reach their day of reckoning. At Lulu, no concern about that …

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