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Lululemon stretches product assortment to include beer

Limited-run brew is now available in 400 stores across B.C. and Alberta

Lululemon beer

There’s something new brewing over at Lululemon.

The retailer has partnered with another Vancouver-based business, Stanley Park Brewing, to create a co-branded beer called Curiosity Lager.

While the two companies may make for an unlikely match, this is actually the second time they’ve partnered. Last summer Lululemon and Stanley Park created a collaborative brew called the Sunset Strawberry Wit.

The beer was sold exclusively at the SeaWheeze Sunset Festival – the after-party to its annual half marathon.

For its second foray into the beer business, the retailer decided to push the brand extension further by getting it into stores. Curiosity Lager is now available in 400 liquor stores across B.C. and Alberta, with a run of 80,000 cans that will be available through the autumn months.

As for the beer itself, the company described it as a crisp, bold beer flavoured with lemon drop hops.

The beer’s creation was headed by Travis McKenzie, global events manager at Lululemon, who said in a statement, the company is taking its move into the liquor business “one day (and can) at a time.”

“This collaboration is a limited release for 2015, but you never know what we’ll be ‘cheers-ing’ to in 2016,” he said.

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