Busch Beer is entering the animal kingdom with a new, non-alcoholic beverage that allows pups and their human companions to crack open a cold one together.
The new canine-friendly ale, aptly named Dog Brew, is available in 12 ounce cans online. Dog owners can drink in peace knowing all of the beverage’s ingredients, including bone broth, corn, and ginger, are dog-safe. Owners can order a 4-pack on Busch’s website for $9.99 with $1 from every sale going to the Best Friends Animal Society, a no-kill animal rescue. Busch is donating up to $50,000 to the organization as part of its beer push. Additionally, the brand designed limited-edition Dog Brew merchandise, including dog collars, leashes, and collapsable dog bowls, that fans can purchase online. The bold beer and matching merchandise could help Busch appeal to millennial and Gen-Z dog owners in particular, as they spend more money on their pets than any prior generation, and could be more willing to purchase branded goods online, according to a Gartner report.
In honor of National Dog Day on August 26, Busch gave away merchandise to 100 pet parents that purchased a pack of Dog Brew. Busch promoted its fur-friendly sweepstakes on Instagram, Twitter, and Facebook with the hashtags #NationalDogDay and #BuschDogBrew. For the sweepstakes, Busch gave away exclusive merchandise not available for sale, including a branded dog bed. The marketing push could help Busch reach dog lovers across the country while brewing up excitement around its new product release. Dog Brew marks Busch’s second promotion that has gone to the dogs this year. Back in March, when lockdowns first began and pet adoptions soared, Busch teamed up with the Midwest Animal Rescue & Services to encourage people to adopt a pet. Through the promotion, Busch gave away three months of free beer to anyone who fostered or adopted a dog during the pandemic. The beverage brand also created a human-focused campaign in June that included a “golden ticket” vacation giveaway.
Busch is back with a dog-friendly promotion that could get tongues and tails wagging. The beer brand’s Dog Brew allows it to tap into the market of pet owners looking to bond with their dogs beyond taking walks and playing fetch. If the beverage is given two paws up, Busch could set itself apart from other alcohol companies as a human and dog-friendly beer brand.