Lululemon's latest venture is lager than life

Athleisure brand Lululemon has announced an unexpected collaboration with a boutique brewing company in an attempt to appeal to beer-swilling yogi bros ("brogis", if you will).

Dubbed Curiosity Lager, the beer boasts lemon drop and chinook hops, and will be the official beer of  the Sunset Festival at SeaWheeze  - Lululemon's annual half-marathon and yoga event in Vancouver, British Columbia.

The peculiar brew will be manufactured by the Vancouver-based Stanley Park Brewing company in a limited-edition run of just 88,000 cans that will be sold exclusively in Candian liquor stores.

So, why are they doing it?

"Just because you're a yogi, doesn't mean you won't have an occasion for beer, and we're certainly interested in talking to that crowd," Doug Devlin, director of marketing for Stanley Park Brewing, told CBC News.

"I think Lululemon, by extension, is interested in talking to a more male beer-drinking crowd. It's a nice way for each of us to take what it is we do to a new consumer." 

We'll drink to that.