BrewDog is no stranger to unique brews, but its new Subwoofer IPA truly innovates as it's designed specifically for dogs. Completely alcohol and hop-free, BrewDog's Subwoofer IPA is non-carbonated and contains canine-friendly B vitamins and probiotics that are beneficial for dogs. The canine-focused brew also features “citrus overtones and a familiar malt backbone,” much like its companion brew made for humans, Punk IPA.
When crafting the Subwoofer IPA, BrewDog conducted three rounds of tasting trials with 25 dogs. The brew itself is made from wort -- the liquid created at the start of every brew -- and is produced by heating malted barley grains with water. This base wort is then combined with canine-friendly ingredients to create the final brew.
According to BrewDog co-founder James Watt, "we wanted to refine a recipe to offer a delicious, refreshing beer for every dog who visits us nationwide. The result has been tried and tested and approved by our panel of pups."
Image Credit: BrewDog
Key Themes Behind This Trend
- Canine-focused Products
- Companies can continue innovating and developing products for dogs, like non-alcoholic and non-hop beer, to expand their market and reach a new consumer base.
- Pet Health and Wellness
- The incorporation of vitamins and probiotics into dog products like beer provides opportunities for companies in the pet health and wellness industry to create innovative and beneficial products for pets.
- Humanization of Pets
- As more and more pet owners treat their pets like family members, companies can capitalize on this trend by creating specialty products for pets like beer that mimic human food and drink items.
Where This Applies
- Pet Food and Beverage
- The rise of specialty items like dog beer shows potential for growth in the pet food and beverage industry for both dogs and other pets.
- Pet Health and Wellness
- Non-alcoholic and non-hop beer for dogs and other pet wellness products are opportunities for companies within the pet health and wellness industry to expand their offerings.
- Craft Beer
- As beer continues to gain popularity, craft beer companies can consider branching out into creating non-alcoholic and non-hop beer for dogs and potentially other pets as well.
