# Pet Shelter-Supporting Beers This American Lager Was Co-Launched By Pet Food Giant 'Purina' By Rahul Kalvapalle | Published 2023-02-02 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/petshelter-american-lager References: [brewbound](https://www.brewbound.com/news/urban-chestnut-and-purina-support-local-animal-shelters-with-launch-of-urban-underdog-12-ounce-pup-cans) & [urbanchestnut](https://www.urbanchestnut.com/our-beers/urban-underdog-american-lager)  St. Louis-based [Urban Chestnut Brewing Company](https://www.trendhunter.com/trends/spooky-spilled-sixer) teamed up with pet food giant Purina to launch a rejuvenated version of '[Urban Underdog American Lager](https://www.trendhunter.com/trends/levis-x-urban-research)' with the aim of supporting pet shelters and helping pets find loving and caring homes. Launched as part of the 'Raise a Pint for Pets' campaign, the newest iteration of the 'Urban Underdog American Lager' is available in the form of novelty 15-packs of 12-ounce cans, with the sale of each pack between Nov. 1, 2022 and Jan. 31, 2023 resulting in Purina donating $5 to local shelters in the St. Louis region. The beer itself is exceptionally crisp, pale and light-bodied, with its low bitterness levels and an ABV of 4.2 percent making it accessible to one and all. 'Helping local pets find their forever home is as easy as enjoying a great beer from Urban Chestnut, and it doesn’t get much better than that,' noted Kim Beardslee from [Purina Community Affairs](https://www.trendhunter.com/trends/purina-days). Image Credit: Urban Chestnut Brewing Company ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 27% | Activity: 44% | Freshness: 14% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Charitable Beverages:** Opportunities for beer companies to collaborate with pet food companies or animal shelters to develop and market beers that benefit animal welfare organizations. - **Novelty Packaging:** Opportunities to increase sales of beverages by offering specialty packaging that promotes the mission of donating proceeds to animal welfare organizations. - **Pet-focused Collaborations:** Opportunities for companies in different industries to collaborate to support animal welfare organizations and increase sales while promoting feel-good causes. ### Industries Being Reshaped - **Beverage:** Opportunities for breweries and other beverage companies to develop products and marketing strategies that support animal welfare organizations. - **Pet Food:** Opportunities for pet food companies to diversify and expand their product offerings by collaborating with beverage companies or animal shelters in support of animal welfare organizations. - **Animal Welfare:** Opportunities for animal welfare organizations to collaborate with beverage companies and other industries to promote their cause and raise funds for pet shelters. ## Related on Trend Hunter - [Dog Rescue-Supporting Beers](https://www.trendhunter.com/trends/american-lager.md) - [Insurance Brand Beers](https://www.trendhunter.com/trends/fetch-pale-ale.md) - [Brewery-Backed Dog Merchandise](https://www.trendhunter.com/trends/brewdog-1.md) - [Dog-Friendly Bone Broth Cans](https://www.trendhunter.com/trends/crafty-beasts-brewing-company.md) - [Dog-Friendly Bone Broth Cans](https://www.trendhunter.com/trends/premium-dog-beer.md) - [Canine-Supporting Pale Ales](https://www.trendhunter.com/trends/caninesupporting-west-coast-ipas.md) - [Dog-Friendly Brews](https://www.trendhunter.com/trends/busch-light-turkey-brew.md) - [Autumnal Dog-Friendly Brews](https://www.trendhunter.com/trends/pumpkin-spice-busch-dog-brew.md) - [Digital Dog Shelter Campaigns](https://www.trendhunter.com/trends/rare-breed1.md)