The BrewDog Punk IPA from the Scotland-based craft beer brand has been launched with limited-edition branding in order to help raise awareness for homeless pets. The beer has been renamed to Street Dog and features the profiles of the pets presently in the care of All Dogs Matter and Dogs on the Street to help find them a new home. The new partnership was inspired by Rickey Gervais following the comedian's shoutout to the brewery on Twitter last month and will see 100% of the profits generated from the beer sale being split between the two aforementioned charities.
Co-Founder of BrewDog James Watt spoke on the new initiative saying, "At BrewDog we are always looking for ways to use our business to do good. When Ricky tweeted us with a genuine endorsement for Punk IPA, we wanted to use our platform to donate to causes he’s passionate about. We then decided to take it one step further and not only donate the profits from our Street Dog cans, but give our pawsome four legged friends over at Dogs on the Streets and All Dogs Matter, space on our cans to help them find forever homes.”
What's Driving This Trend
- Pet Charity-supporting Beers
- Craft beer brands partnering with pet charities to raise awareness and funds.
- Limited-edition Branding
- Renaming and redesigning products to support causes or charities.
- Social Media Endorsements
- Using celebrity endorsements on social media to drive charitable initiatives.
Who This Affects Most
- Craft Beer
- Bringing social activism to the craft beer industry by supporting pet charities through product sales.
- Animal Welfare
- Charities focusing on animal welfare benefitting from partnerships with craft beer brands.
- Cause Marketing
- Utilizing cause marketing strategies to raise awareness and funds for charitable organizations.
