Curiosity Private Brand Beer For Lululemon

lululemon-curiosity-beerIn 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.

lululemon-beer-curiousThe 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”

lululemon-curiousity-beer-revealThe partnership follows last summer’s Sunset Strawberry Wit co-branded brew between the Vancouver-based sporting apparel giant and the brewery for SeaWheeze 2014.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.