I guess that makes Carlsberg Special brew a ‘lifestyle beer’, as drinking it on a regular basis, does lead to a change in lifestyle…
Your description of Caymus 
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Maybe a “Lifestyle Wine” is one that comes with a QR code to access a web-based augmented reality experience? When is DP or Ultramarine going to do this?
19 CRIMES LAUNCHES FIRST SPARKLING WINE, SNOOP CALI GOLD. Treasury Wine Estates’ 19 Crimes announced that it has partnered with hip-hop legend Snoop Dogg once again to launch its first sparkling wine, Snoop Cali Gold. The new packaging features a gold-foiled label and a web-based augmented reality experience that fans can access by scanning the QR code on the back of the bottle. The sparkling California wine joins Snoop Cali Red and Cali Rose in the collaborative lineup. It will retail for about $18 per 750 ml.
Snoop is so derivative. QR codes leading to a private playlist are Jason’s thing.
O M G. That was a staple when I was a student in Edinburgh. Haven’t seen it in ages maybe I move in the wrong circles.