Lululemon launches limited-edition craft beer, the Curiosity Lager
Published Wednesday, July 22, 2015 7:08AM EDT
Last Updated Wednesday, July 22, 2015 8:06AM EDT
There’s the downward dog. And then there’s the hair of the dog. And while it may seem that the only thing to connect yoga and beer is a loose, canine reference, the launch of a new craft beer from Lululemon and the popularity of brewery-hosted yoga classes are bringing two seemingly divergent interests closer together.
First up, Canadian yoga retailer Lululemon has teamed up with Vancouver’s Stanley Park Brewing to launch a limited-edition craft beer called Curiosity Lager, made with chinook and lemon drop hops for a “crisp, cold beer.”
The limited edition beer -- only 88,000 cans will be produced -- will be served at the 2015 SeaWheeze Sunset Festival and Half Marathon in August in Vancouver and line liquor store shelves across Canada later this month.
Another indication that yogis are major beer fans? Beer-fueled yoga sessions held at craft breweries, a trend that started out as a novelty a few years ago.
But as noted by specialist publications such as Yoga Journal, Women’s Health, and recently ABCNews, in a bid to lure more novices into the practice, more and more instructors are turning breweries into yoga studios.
And what used to be monthly sessions are turning into weekly classes.
The tradeoff is mutual: Yogis and newbies alike attend, lured by the promise of a cold beer and tasting flights at the end of their class.
Sprawling breweries also offer instructors more space for their classes.
For local beermakers, weeknight yoga classes bring more people through their doors -- and more people drinking their beer.
Brewery yoga classes are being held regularly across the US, from California, Colorado, South Carolina, Texas and New York.
A quick Google search, for instance, yields results that include Bendy Brewski Yoga in South Carolina, whose tag line is “Yoga for beer lovers." Classes are held at no less than four different local breweries across Charleston.
Brewsanas.com also partners with local breweries across Denver, Colorado to host yoga classes, as does Hoppy Yoga for San Diego.
Meanwhile, vineyards have also become popular for yogis seeking zen and fresh air while they stretch.
Penns Woods Winery in Eddystone, Pa, for instance, offers classes against the backdrop of vineyards in the summer.