UK: BrewDog launches its first bespoke beer for dogs

After releasing Pink IPA, a mzuch disputed "beer for girls" in March, Scottish craft brewer BrewDog will launch on Sunday Subwoofer IPA, its first bespoke beer for dogs. Subwoofer IPA is an alcohol and hop-free, non-carbonated beer, containing canine-friendly B vitamins and probiotics beneficial for dogs. “Packed with citrus overtones and a familiar malt backbone, the brew is perfect for all four-legged friends,” as BrewDog described the beer in a press statement.

This is the first time a brewery has created a beer for dogs using the same base wort as it uses for its beers for humans. The Subwoofer IPA concept was originally developed by the kitchen team at BrewDog’s bar team in Liverpool who launched a prototype beer for pups and saw huge demand from the city’s dog-loving community, who flocked in droves and tripled the bar’s Sunday traffic.

Since then, BrewDog’s brewing team has been perfecting the recipe with an expert pet food consultant. Together, the teams conducted three rounds of tasting trials with 25 dogs to perfect the recipe and deliver maximum flavour for a pup’s palate.

Dog owners can now buy a bottle of Subwoofer IPA for £2.50 (US$ 3.18) across BrewDog’s network of 39 UK bars, as well as via its online shop. In addition to individual bottles of the new dog brew, BrewDog will be soon launching a two-pack containing a bottle of Subwoofer IPA and a bottle of its flagship beer Punk IPA, for dog owners to enjoy alongside their canine buddy.

Dogs have always been integral to the BrewDog story. The brewery’s name was inspired by co-founder James Watt’s chocolate Labrador, Bracken, the original ‘brew dog’.

BrewDog co-founder James Watt said: Following the crazy success of our Liverpool bar team’s canine-friendly craft beer experiment, we wanted to refine a recipe to offer a delicious, refreshing beer for every dog who visits us nationwide. The result has been tried and tested and approved by our panel of pups, meaning the thousands of dogs that visit our bars each week can now get a taste, too.

 

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