Scottish craft beer kings BrewDog have teamed up with two dog charities to help pups across the UK find new homes.
They are giving their most famous beer, Punk IPA, a limited edition makeover and sending 100% of the profits from the temporarily renamed Street Dog beer to two dog adoption charities, Dogs on the Streets and All Dogs Matter.
The aim is to raise awareness of the plight of homeless dogs across the UK, and help find new families for pups without a place to call home.
The partnership was inspired by Ricky Gervais, a long term advocate for homeless dogs following his ‘shout out to BrewDog’ on Twitter.
For a limited time only, the company is using the space on their Punk IPA beer cans to showcase profiles of dogs who are on the hunt for new families. Street Dog is currently available online to pre-order at £19.95 for a case of 12 330ml cans.
All the profit generated from the sales of Street Dog will be split evenly between the two charities, Dogs on the Streets, and All Dogs Matter.
It's hoped that punters enjoying a pint might find their canine companion from the profile on the can and adopt their own furry friend.
BrewDog founders Martin Dickie and James Watt, from Ellon near Aberdeen, are well known dog lovers - hence BrewDog - and 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.
Ricky Gervais said of the initiative: "Dogs make me happy. Beer makes me happy. A beer that saves dogs makes me VERY happy.”
Meanwhile James Watt of BrewDog added: "“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.”
Street Dog is expected to launch in September and you can pre-order it now online from the official BrewDog website.
