In what appears to be a strategy to reach more men, Lululemon is releasing a limited edition beer in mid-August. The "Curiousity Lager" features lemon drop and chinook hops and will be available in a limited-edition run of 88,000 cans sold exclusively through Canadian liquor stores, according to the Financial Post.
Lululemon has been promoting the beer through Instagram and Twitter, although it had a different take on the announcement through its @Lululemonmen account. A recent tweet on its men's account reads, "Beer, it's the new yoga pant," with a picture of the new brew attached. (Kind of a cryptic message for a company that once said its pants were only meant for people below a certain size.)
The brand is partnering with a local brewing company, Stanley Park Brewing, to produce the beer. "I think Lululemon, by extension, is interested in talking to a more male beer-drinking crowd," Doug Devlin, Stanley Park's director of marketing, told CBC News. "It's a nice way for each of us to take what it is we do to a new consumer."
That didn't sit too well with some of Lululemon's most loyal followers, who are largely female. After the iniative was announced, a YogaDork blogger wrote: "Not for nothing, but ladies drink beer too, FYI. But maybe they're not the right size/prototype/muse for this special man brew?"
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