“Dogs make me happy. Beer makes me happy. A beer that saves dogs makes me VERY happy” ~ Ricky Gervais
Scottish craft brewer BrewDog has teamed up with the Animal Welfare League Queensland to help dogs find their forever home. The space on the Aussie-brewed Punk IPA beer cans will be used to showcase profiles of dogs, helping to increase their chances of adoption in the lead up to Christmas. Street Dog will be available in 8 and 16 packs of 375ml cans from Thursday, 22 October from www.brewdog.com/au/streetdogau.
The collaboration, inspired by Ricky Gervais, a long-term advocate for homeless canines, follows his ‘shout out to BrewDog’ on Twitter in July. In the video, posted by Gervais, he urged businesses to donate to charity rather than paying for celebrity endorsements. BrewDog were quick to respond to this, launching Street Dog in the UK in support of British dog charities Dogs on the Streets and All Dogs Matter. All dogs on the cans during the campaign have now been rehomed.
The brewer’s commitment to support charities close to the comedian’s heart sees the campaign launch in Australia, with the iconic Punk IPA – now brewed at BrewDog’s Brisbane brewery – transformed and renamed from 22 October until sold out. 100% of all the profits generated from the sales of Street Dog will go to the Animal Welfare League Queensland, and Street Dog will be available on BrewDog’s newly launched e-commerce website where the freshly brewed beer is dispatched the next working day to anywhere in Australia.
Ricky Gervais said: “Dogs make me happy. Beer makes me happy. A beer that saves dogs makes me VERY happy.”
James Watt, Co-founder of BrewDog, said: “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, donating the profits from the Street Dog cans to All Dogs Matter and Dogs on the Streets. Now we want to take it one step further and bring StreetDog Down Under to support our pawsome four-legged friends over at Animal Welfare League Queensland by giving up the space on our cans to help them find forever homes”.
Founded in 1959, Animal Welfare League Queensland has become one of Australia’s leading animal welfare organisations, working with councils and the community to improve the outcomes for abandoned and homeless pets. During this time, Animal Welfare League Queensland has rehomed more than 168,000 and saved thousands more through their community support programs.
Craig Montgomery, Spokesperson for Animal Welfare League Queensland, said: “Hundreds of thousands of healthy and treatable cats and dogs are being abandoned and killed in pounds, shelters and vet clinics each year in Australia. Animal Welfare League Queensland is committed to changing this and it is our promise to never euthanise a healthy, social or treatable animal in our care. BrewDog’s incredible support is helping to draw awareness to the thousands of animals that need rehoming”.
It has been an exciting few months for the craft brewer having recently announced that it is now the first carbon negative international beer brand in the world, removing twice as much carbon from the air than it emits every single year and double offsetting the footprints of all its employees and their dogs. BrewDog Australia has also just confirmed plans to expand its presence Down Under and is looking to open new flagship BrewDog bars in Sydney, Melbourne and Brisbane by the end of 2021.
For more news and information on BrewDog, head to @brewdogau on Instagram or @brewdog on Twitter. More information on Animal Welfare League Queensland here.
Street Dog Punk IPA 8 pack – $40 – Available here
Street Dog Punk IPA 16 pack – $70 – Available here
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