Gervais video inspires Brewdog beer for dog charities
A limited edition version of Punk IPA is being sold by Brewdog to support two charities devoted to finding owners for homeless dogs.
Profits from the sale of the brew – renamed Street Dog for a limited time – will be split between Dogs on the Street and All Dogs Matter, with profiles of dogs currently in their care appearing on cans to persuade potential new owners to make contact.
The initiative follows a direct video appeal to Brewdog from the comedian Ricky Gervais earlier this month, in which he urged the brewer and other businesses to donate money to charities rather than spend it on celebrity endorsements.
The project was facilitated by animal rights advocate Peter Egan, who is a supporter of both charities.
Brewdog co-founder James Watt said: “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.”
Michelle Clark, founder of Dogs on the Streets London, said: “In the current climate it’s been amazing to work on such an uplifting project, raising awareness of our work with dogs living on the streets of London, and hopefully unite some of our ex-street dogs with owners in forever homes.”
All Dogs Matter founder Ira Moss 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.”
Ricky Gervais said: “Dogs make me happy. Beer makes me happy. A beer that saves dogs makes me very happy.”