In a unusual brand extension, yoga and atheleisure retailer Lululemon has introduced a limited release beer in Canada. The new beer is a private brand collaboration with Vancouver, Canada -based Stanley Park Brewing. It was launched with an interesting social media strategy that teased Facebook users.
The new beer honors the 2015 SeaWheeze Half Marathon & Sunset Festival, which took t place in Stanley Park on August 23. The new product is now available as a limited release beer in government-run and private beer stores in Canada’s provinces of British Columbia and Alberta. It’s all part of the SeaWheeze marathon, which Lululemon is once again sponsoring.
As Lululemon global events manager Travis McKenzie—the triathlete (and Beer Mile) champ who oversaw the project—posted on his Instagram account, it’s “The coolest collaboration I’ve ever been involved in. Thanks @stanleyparkbrew for creating #curiositylager. Get ready for #SeaWheeze people it’s going to be out of this world. #joblove”