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From yoga pants to craft beer: Lululemon comes out with its own lager

Last Updated Jul 25, 2015 at 9:32 am PDT

(www.marketingmag.ca)
Summary

Lululemon has teamed up with Stanley Park Brewing to come up with Curiousity Lager

Partial proceeds from Lululemons Curiousity Lager will benefit the Stanley Park Ecology Society

VANCOUVER (NEWS 1130) – For many of us, nothing says Vancouver quite like yoga pants and craft beer. Now, Lululemon is joining forces with a local brewery to combine the two.

The locally-based maker of world famous yoga wear has teamed up with Stanley Park Brewing to come up with Curiousity Lager.

“This is two years in the making,” explains Doug Devlin, Director of Marketing for Stanley Park Brewing. “We got together with Lululemon to partner in their SeaWheeze Half Marathon and Sunset Festival in Stanley Park, and we did that for the first time in 2014, where our brewmaster Todd [Fowler] brewed a special beer that was only available at the event and we got to talking about this year and kind of approached them with a plan to create a product that we could go and take to store shelves.”

He says the two companies have more in common than you might think. “We’re two local companies. We admire, I think, the space that each other operates in. They’re great people to work with. Really, the collaboration is about what each of us brings to it. So, they brought this really cool and unique brand design to the beer and our brewmaster Todd brought a really interesting beer to the design. So, it was a nice opportunity for each of us to bring what we do best.”

The beer is described as a crisp, bold seasonable lager that is best-served after a sweaty run on the Seawall, but it won’t be around for long.

“Yeah, limited numbers, limited time,” Devlin admits. “We brewed it for the festival so that everybody at the festival can obviously have it and wanted to have a little bit of a run up to the event, so we’ve made and canned the beer now and we expect that it will be out for the next little while anyway, I would imagine until probably sometime in September. [It’s] just a limited run to celebrate what we think is a pretty cool event.”

So, could he see Lululemon getting into the beer business on a more permanent basis? “No, the relationship is really centred around the SeaWheeze and we did something fun with it last year and we did something fun with it this year [so] we’ll see, but there’s no plan to make it a permanent fixture right now.”

The SeaWheeze Half Marathon and Sunset Festival happens August 14th and 15th in Stanley Park.

Partial proceeds from the beer will benefit the Stanley Park Ecology Society.