Scottish craft brewer BrewDog is teaming up with Animal Friends in Pennsylvania and Gigi’s Shelter Services in Ohio, using space on its beer cans to showcase profiles of some of the charities’ adoptable dogs on the hunt for their new homes.
The collaboration, inspired by Ricky Gervais, comedian and longtime advocate for homeless canines, follows his ‘shout out to BrewDog’ on Twitter last month. The video posted by Gervais, urged businesses to donate to charity rather than pay for celebrity endorsements.
BrewDog was quick to respond to this by launching Street Dog in the U.K. with the proceeds going to U.K. animal charities. Today marks the launch of BrewDog’s Street Dog in the U.S.
“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 a cause he’s passionate about,” BrewDog co-founder James Watt commented. “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 at these local shelters space on our cans to help them find forever homes.”
BrewDog has selected two U.S. animal charities to support in communities where it has a bar located: Animal Friends, a full-service companion animal welfare organization serving the pets and people of Pittsburgh and the surrounding area, and Gigi’s Shelter Services, a Columbus-based agency that helps shelters across the country connect with adoption centers and other rescue resources.
BrewDog’s Punk IPA, and the alcohol-free version, Punk AF, will be transformed and renamed for a limited time, giving over space on its can to profiles of dogs currently in the care of Animal Friends and Gigi’s Shelter Services, urging consumers who are able to offer homes to dogs to get in touch with each of the charities. 100 percent of all the profits generated from the sales of Street Dog and Street Dog AF will be split evenly between the two charities.
“We know that so many of our neighbors are struggling during these difficult times – not just people, but their pets too – and we hope that this initiative will lift spirits and brighten someone’s day,” said Kathleen Beaver, President & CEO, Animal Friends. “Simply put, we know that this campaign will not only raise awareness, but it will save lives.”