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The Marketing Industry’s Biggest Coup? Beer Yoga is coming to a park near you, by James Harris

The ancient practice of yoga, which finally gained prominence in the West in the 1980s, is undergoing a rebrand as yogis across Germany, Australia and the Far East are taking to enjoying a bottle of their favourite tipple while seeking mental, physical and spiritual nirvana. Known as Beer Yoga, it’s the latest health and fitness craze due to hit our shores.

For years we’ve been told that alcohol (a diuretic) and exercise are not best friends. England’s Edge Hill University even found that “just smelling alcohol was enough to weaken people’s willpower”, so what’s changed? Well, there are no prizes for guessing that the trend originated in Germany, a country that is reported to consume 116 litres of amber nectar per capita per year.

Has the German beer industry seen the marketing opportunity of a lifetime following the explosion of yoga worldwide? Are there genuine benefits to this practice, or is it too good to be true? Or, perhaps the world has simply gone mad. We’ll let you be the judge, but what’s for certain is that it shan’t be long before a Beer Yoga comes to a park near you.