https://twitter.com/SeaWheeze/status/753283776457875456
Vancouver yoga and athletic apparel chain Lululemon has developed a brand and a company culture that’s instantly recognizable. See Lululemon and you think “svelte women in (possibly sheer) yoga pants.” But the brand has actually done a lot of work to make inroads with male customers, too. The most-noteworthy of which may be their ABC (Anti-Ball Crushing) line of gear, which leaves people with testicles free from pesky adjustments.
This summer, the brand is courting a new segment of customers: the beer drinking ones. Lululemon has released a limited-edition beer, something the company also did last year at this time. Keeping it local, the brand will once again team up with Canadian brewery Stanley Park Brewing, a sustainability-focused brand whose corporate culture is a perfect fit for people who frequent yoga studios. This year’s venture is Courageous Blonde — a blonde ale. Known for their simplicity, American blonde ales are without overriding malt or hop features.
Available only while supplies last, Courageous Blonde has been brewed for the SeaWheeze Half Marathon and Sunset Festival in Vancouver, whose “Yoga. Run. Party.” slogan feels straight out of a Lululemon advertorial. Until the event on August 13, lucky Canadians can purchase the beer at local retailers.
[Below: Interestingly, Lululemon didn’t show the followers of the men’s account the beer’s name.]
https://twitter.com/lululemonmen/status/756624873041133569
In 2013, Doug Devlin, Stanley Park’s director of marketing, told CBC News: “I think Lululemon . . . is interested in talking to a more male beer-drinking crowd,” And some might argue that’s still the case, but time has proven beer can transcend gender too — yet another reason it’s so great.
