BrewDog has announced it will be featuring pictures of homeless dogs on beer cans in a bid to find them their forever homes.
The global craft beer company is teaming up with the charities Dogs on the Streets and All Dogs Matter for the project which will use space on its beer cans to showcase profiles of some of the charity’s dogs that are currently looking for new homes.
The beer, which is named ‘Street Dog IPA’, is a limited edition variation of the ever-popular Punk IPA and is now available in x12 / x24 / x48 packs of 330ml cans for pre-order.
If you’re wondering how this partnership came about, BrewDog has credited it as being inspired by the comedian Ricky Gervais – who is a well-known and long-term advocate for homeless dogs – and comes following his “shout out to BrewDog” on Twitter.
Speaking on the launching of the initiative, Ricky Gervais said: “Dogs make me happy, beer makes me happy [and so] a beer that saves dogs makes me very happy.”
It’s hoped that punters enjoying a pint of Street Dog IPA might find their canine companion from the profile on the can and adopt their own furry friend, and 100% of all the profits generated from the sales of the beer will be split evenly between the two charities.
BrewDog co-founders Martin Dickie and James Watt are also well-known dog lovers too.
They even famously give their dog-owning employees an extra week of annual leave – or “Pawternity Leave” – as a perk and a thank you for their canine caring responsibilities.
James Watt said: “At BrewDog we are always looking for ways to use our business to do good, [so] 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.”
You can pre-order Street Dog IPA via the BrewDog website here.