The crazy way Lululemon is trying to get men to shop there
Thomson Reuters
The wildly popular athleisure company posted an Instagram photo of the beer, called Curiosity Lager.
The post notes that the beer is the official brew of Sea Wheeze, the company's annual half marathon, which will take place on August 15.
According to CBC, this lager is strictly limited to liquor stores in Canada, and will last only as long as the 80,000 cans last on shelves. The news site also notes that the beer will be made in conjuection with Vancouver's own Stanley Park Brewing.
Possibly confirming that notion, the company's men sector tweeted:
Beer, it's the new yoga pant. Meet Curiosity Lager by @StanleyParkBrew. The official brew of @SeaWheeze. pic.twitter.com/5td6v75rJK
- lululemon men (@lululemonmen) July 16, 2015
The brand is opening menswear-only units, as men's clothing has long been the company's greatest opportunity for expansion.
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