Lululemon Is Making Its Own Craft Beer
Warning for yoga geeks: don't throw out your water bottles just yet.
You might be familiar with Lululemon from that one time you were convinced to give bikram yoga a go, and its logo on that super fit girl’s yoga pants was in your line of sight while you were swearing this would be the last time you touched a yoga mat, and then you went straight home and had a drink.
Next time that happens, take comfort in the fact that your beverage can be Lululemon too. Step out of downward dog for this one: news has dropped that the yoga giant is brewing its own craft beer.
In addition to their frequent, high-profile publicity gaffes (like the time its CEO said making yoga pants for plus-sized people was too expensive), Lululemon is well-known for the cult-like devotion of its inner circles and weird in-lingo. (They also do a bunch of wacky brand promotions, which is why this new ‘Lulu goes to the brewery!’ thing might not seem so bizarre to the initiated.)
Called Curiosity Lager, the beer is a “crisp, bold session lager” (4.6% ABV), featuring lemon drop hops and chinook hops — but you’ll have to plan a trip to Canada to get a taste. It’s the official beer of SeaWheeze, a half marathon and yoga festival produced by Lulu that happens in Vancouver in August, and just 80,000 cans will be sold in liquor stores around the city.
But the question still stands. Why?
Speculation is that it’s a move intended to draw in a larger male crowd. But who knows if that will work, as Lululemon doesn’t believe in market research. They’re very future driven, you see, and apparently interviews and focus groups draw too much on the past. Which leaves us wondering, how did they come up with this one? You can almost see the thought process.
"Big Manly Men not buy Lulu. Manly men want beer. How get them?"
Published on July 22, 2015 by Jessica Surman