Craft IPAs might be on the bitter side, but a charitable campaign from BrewDog is using them to sweeten the lives of adoptable dogs.
Following a Twitter shoutout from comedian Ricky Gervais, BrewDog has announced a new partnership with two dog adoption charities to benefit homeless canines. The Scotland-based brewery, which has found a second home in Columbus, will sell cans of their popular Punk IPA and Punk AF brews–renamed “Street Dog”–with pictures and information about adoptable dogs on the label for a limited time. All of the profits will be split between Gigi’s in Columbus, Ohio, and Animal Friends in Pittsburgh, Pennsylvania.
“We’re so excited to be partnering with BrewDog to bring attention to the needs of homeless dogs and shelters in rural America,” said Justin McKinniss of Gigi’s. “Many of these shelters can only find adopters for one out of every 10 dogs, and with BrewDog’s support, Gigi’s will continue providing free vaccines, veterinary care and adoption center placement to make sure they’re happy, healthy and find a new home.”
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The charitable campaign comes after Gervais, a vocal advocate for dog adoption, shouted out BrewDog at the 2:30 mark of a Twitter livestream July 12. He then lamented the dishonesty and greed of paid celebrity endorsements and said companies should donate money to charitable causes in exchange for promotion instead.
“I love BrewDog. Now give some money to charity. Don’t give it to me, just give it straight to charity,” Gervais said on the livestream.
And it appears BrewDog took the message to heart.
“At BrewDog we are always looking for ways to use our business to do good,” saidBrewDog co-founder James Watt. “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.”
“Street Dog” cans are available for preorder now until Sept. 18 on the BrewDog website, and will be shipped out Sept. 23. Local delivery will be available starting Sept. 21.