Millennials are inspiring a new wave of products and experiences that cater to both health and indulgence.
Lululemon, known for bringing everyday sportswear to the mainstream, is now teasing the release of a specialty beer called Curiosity Lager. The fusion of yoga with beer may be counterintuitive, but it matches the mindsets of millennials who are prone to tempering their bar nights with SoulCycle mornings.
The athleisure brand teamed up with Stanley Park Brewing to create the beverage, which will be officially released in Vancouver on August 15th as part of the SeaWheeze half marathon. “Our focus has always been to bring our event mantra—yoga.run.party—to life,” the company told Canada’s CBC News in a statement.
Beer-and-yoga pairings are on the rise—ABC News reports people of all skill levels are flooding into breweries across the country for yoga classes “followed by a pint.” The practice is drawing such demand that one brewery switched from offering monthly classes to weeklies, and another is considering franchising.
Research shows that drinking and working out tend to cluster together. A study conducted last year by the National Institute on Aging found that people exercise more on the same days they drink more. David Conroy, a lead author of the study, told The Washington Post that while most healthy behaviors cluster with other healthy behaviors, this is an unusual case in which the opposite seems to be true.
As consumers gravitate toward healthy and sustainable living while continuing to enjoy the occasional indulgence, these hybrid experiences are becoming the norm. Look for our forthcoming Food + Drink report for more on this “Healthonism” movement.