Popular activewear brand Lululemon believe they have found a way to crack open the men's market - by expanding into craft beer.
The trendy Vancouver-based yoga brand has partnered with fellow Vancouverites Stanley Park Brewing to produce a limited-edition Curiosity Lager, available in Canadian liquor stores from mid-August, news.com.au reports.
"Beer, it's the new yoga pant," the Lululemon Men Twitter account announced last week.
Curiosity Lager, which is brewed with chinook and lemon drop hops, is the official beer of Seawheeze, a half-marathon and yoga weekend in Vancouver which Lululemon calls "the most fun half-marathon in the world."