Scottish craft brewer BrewDog has launched a new limited-edition Punk IPA in partnership with two UK dog charities, as it aims to secure more homes for canines.
The brewer’s latest commitment to support charities will see its Punk IPA transformed and renamed for a short period to Street Dog.
Each 330ml can will showcase profiles of dogs currently in the care of Dogs on the Streets and All Dogs Matter, with the intention of finding them new homes.
The collaboration was inspired by comedian and advocate for homeless canines, Ricky Gervais, following his ‘shout out to BrewDog’ on Twitter earlier this month as he urged businesses to donate to charity.
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.
“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.”
100% of all the profits generated from the sales of Street Dog will be split evenly between the two charities.
Ira Moss, founder of All Dogs Matter added: “We have seen a big loss in income due to the ongoing pandemic, so we are thrilled that BrewDog is helping raise awareness of our work through this collaboration.
“Sadly, there are many unwanted and abandoned dogs needing homes across the UK and this campaign is a creative way of highlighting the importance of adoption instead of buying a dog.”
Street Dog is available to pre-order in packs of 12.
© FoodBev Media Ltd 2020