Vancouver activewear company Lululemon Athletica has partnered with Canada-based brewery Stanley Park Brewing to craft a limited-edition lemon blonde ale called “Courageous Blonde” to court a new segment of customers: the beer drinking ones.
The beer is an unfiltered, full-bodied Kölsch-style blonde ale. Courageous Blonde is described as a “lemon-hopped ale” on the can. The beer’s release is timed with the SeaWheeze Half Marathon and Sunset Festival, an outdoor yoga, fitness, music, food and beer festival that takes place in Vancouver’s Stanley Park.
It’s not the first time Lululemon has collaborated with the Stanley Park brewery; last year it created the Curiosity Lager. When Curiosity Lager launched, Doug Devlin, marketing director for Stanley Park Brewing, told the CBC : “Just because you’re a yogi, doesn’t mean you won’t have an occasion for beer, and we’re certainly interested in talking to that crowd.
“I think Lululemon, by extension, is interested in talking to a more male beer-drinking crowd. It’s a nice way for each of us to take what it is we do to a new consumer.”
Let’s be serious—it’s Friday, you don’t need to be reminded. pic.twitter.com/8AcVhxqp90
— lululemon men (@lululemonmen) July 22, 2016
— the SeaWheeze half (@SeaWheeze) July 13, 2016