New Zealand Company Launches Non-Alcoholic Wine for Pets: A Holistic Approach to Pet Relaxation

The pet beverages do not contain grapes or alcohol.

New Zealand:

Pets in New Zealand now have an innovative way to relax after a tiring day of guarding homes or patrolling neighborhoods - non-alcoholic wine specially crafted for them.

Auckland-based Muttley's Estate offers a creative range of pet beverages with playful names including Pawt, Champawgne, Purrno Noir, and Sauvignon Bark.

The company markets its catnip-infused products as luxury mood enhancers for pets.

These specially formulated pet beverages, which are free from grapes and alcohol, are described as the "perfect companion when celebrating with your furry family member."

John Roberts, the founder, explained that he began developing pet wine after discovering similar products, such as beer for dogs, in overseas markets.

"It's good for stressful situations," he noted.

Roberts mentioned that his family's veterinary pharmaceutical business provided him with the expertise needed to create beneficial products for pets.

In conversation with AFP, Roberts shared that growing up with dogs and cats, he recalled their fear during fireworks displays.

"There was no nutritional holistic option for the pets other than just dosing them up," Roberts said.

"We figured we could do more than just have it as like a little pet treat."

The pet wine has rapidly gained popularity among customers in New Zealand and Australia, with the company planning to expand into Asian and North American markets.

Roberts attributes part of their success to New Zealand's wine-appreciating culture.

"I'm not sure we'd have had the same uptake if we marketed it as a pet treat," he said.

Roberts mentioned that potential sellers in Thailand and Japan have already shown interest, and he's actively seeking vendors in the United States and United Kingdom.

Looking ahead, he hopes to showcase the product at pet expos and potentially wine conferences.

However, the company has encountered export challenges as customs officials initially assume the product contains alcohol.

"Some customs duties are trying to put the wine import taxes or export taxes on it until they realise that it's not alcoholic. We've been able to explain so far," he said.