After a long day of guarding homes or patrolling neighbourhoods, pets in New Zealand now have a unique way to relax, with a glass of non-alcoholic “wine.”
According to a report by NDTV, an Auckland-based company, Muttley’s Estate, has launched a range of pet-friendly drinks that includes cleverly named varieties such as Pawt, Champawgne, Purrno Noir, and auvignon Bark. The beverages, infused with catnip and completely free of grapes or alcohol, are described as mood-enhancing luxuries for cats and dogs.
“It’s good for stressful situations,” said John Roberts, the owner of Muttley’s Estate. Roberts explained that his background in his family’s veterinary pharmaceutical business helped him develop a safe and beneficial product for pets, NDTV reported.
Inspired by pet beers he saw overseas, Roberts said he wanted to create something more holistic for animals who often feel anxious during events like fireworks. “There was no nutritional, holistic option for pets other than just dosing them up,” he said. “We figured we could do more than just have it as a little pet treat.”
The company’s creative concept has quickly found a following in New Zealand and Australia, with expansion plans into Asia and North America. Roberts believes New Zealand’s strong wine culture has contributed to the product’s growing popularity.
“I’m not sure we’d have had the same uptake if we marketed it as a pet treat,” he admitted, NDTV reported.
Despite its success, Muttley’s Estate has faced hurdles exporting the product, as customs officials in some countries mistakenly classify it as alcoholic. “Some customs duties are trying to put the wine import taxes or export taxes on it until they realise that it’s not alcoholic,” Roberts said, as reported by NDTV.
Looking ahead, Roberts hopes to showcase his pet wines at pet expos and even wine conferences, and says he already has potential sellers in Thailand, Japan, the United States, and the United Kingdom.
With pet owners eager to pamper their furry companions, Muttley’s Estate may have found the perfect recipe for relaxation without the hangover.
ISSUE
Leave a Comment