Lululemon and beer: perfect together?

Vancouver – Looking to up its appeal with men, Lululemon has added a new product (if only for the short term) to its mix: beer.



The retailer, best known for its yoga pants, is entering the craft beer market with Curiosity Lager, which is being brewed in partnership with Stanley Park Brewing, a Vancouver-based company. In a recent Instagram post, Lululemon displays a photo of a can of Curiosity Lager, which includes the Lululemon logo. The caption notes that the ale is the official beer of Lululemon’s annual “SeaWheeze” half-marathon event being held Aug. 15 in Vancouver.



The lager will be available in a limited-edition run of 88,000 cans that will be sold in liquor stores in British Columbia, and also at the marathon’s after-party, Sunset Festival, according to CBC News.



A tweet from the official Lululemon Men account states: “Beer. It’s the new yoga pant.” Lululemon has been attempting to attract more male consumers with its “ABC” line of pants and men’s underwear. The retailer is also opening freestanding menswear stores.



Public response on Instagram to the new beer has been mixed, with several “lol” comments and comments about how fun the beer is, but also comments about Curiosity Lager being “disgusting.”