Lululemon Brings Together Yoga and Beer with Its Co-Branded Curiosity Lager
Laura McQuarrie — July 21, 2015 — Lifestyle
References: lululemon & marketingmag
Yoga and beer are two words that are not often found in close proximity to one another, but Lululemon is unifying them with its new 'Curiosity Lager.'
As a company that got its start in Vancouver, Lululemon proudly partnered with another Canadian business from this city, Stanley Park Brewing, for the creation of this novel co-branded offering. The beer is described as bold and crisp and playfully includes lemon drop hops as a tribute to the brand's name.
Last summer, Lululemon and this brewery joined forces to create the ultra exclusive Sunset Strawberry Wit brew that was only served following the brand's annual half marathon. In order to push the Curiosity Lager further, 80,000 limited cans are being sold through hundreds of liquor stores on Canada's west coast.
As a company that got its start in Vancouver, Lululemon proudly partnered with another Canadian business from this city, Stanley Park Brewing, for the creation of this novel co-branded offering. The beer is described as bold and crisp and playfully includes lemon drop hops as a tribute to the brand's name.
Last summer, Lululemon and this brewery joined forces to create the ultra exclusive Sunset Strawberry Wit brew that was only served following the brand's annual half marathon. In order to push the Curiosity Lager further, 80,000 limited cans are being sold through hundreds of liquor stores on Canada's west coast.
Trend Themes
1. Yogi-beer Combos - The trend of integrating yoga and beer in marketing campaigns creates opportunities for unique, experiential marketing.
2. Co-branding - Collaborations between companies like Lululemon and Stanley Park Brewing create opportunities for joint product development.
3. Limited Editions - Releasing limited edition products like Lululemon and Stanley Park Brewing's Sunset Strawberry Wit or Curiosity Lager can drive brand loyalty and exclusivity.
Industry Implications
1. Yoga Apparel - Yoga apparel companies can collaborate with breweries to create co-branded, yoga-inspired beers that complement their brand ethos.
2. Craft Beer - The craft beer industry can explore unique collaborations like Lululemon and Stanley Park Brewing to attract new audiences and create unique experiences.
3. Retail - Retailers can capitalize on limited edition spirits like the Curiosity Lager to drive traffic and create buzz around their offerings.
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