Cheers! Why the dog drinks market is fizzing

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Welcome back!

This week, we take a look at a summery trend for dogs: canine-friendly beers and cocktails!

With pet parents increasingly spending on experiences that include their pets, it's not wonder that the pet drinks market is booming.

We hope you're all having a good summer. Cheers!

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Cheers! Why the dog drinks market is fizzing

Move over, puppuccino. Bring on the (dog) beer!

From “dog beer” to “Pawgaritas”, pet parents are treating their dogs to canine-friendly happy hours.

Dog-friendly beer, or "dog beer," is a non-alcoholic, non-carbonated beverage designed for dogs. It typically includes dog-safe ingredients like bone broth, malt, barley, herbs, and veggies, often with added vitamins and minerals.

These drinks aren’t about pets getting wasted alongside their humans. They're alcohol-free, gently flavoured, and water-based, using ingredients like bone broth, vegetables, or malt.

Why dog drinks are a bubbly market

According to Talent & Leadership Insights, the pet beverage market was valued at US$4.2 billion in 2024, with a forecasted CAGR of 7.5% to reach nearly US$7.9 billion by 2033.

So what's fueling the trend?

• For pet brands, it’s a low-risk gateway into functional nutrition;

• Also a gateway ‘drug’ for other accessories, such as dog cigars;

• Pet parents are increasingly spending on experiences that include their pets, says Euromonitor. Serving a dog beer is the animal equivalent of a human happy hour.

U.S. origins: From bone broth to bar-like branding

One of the earliest U.S. dog beers is Dog Brew by Busch, an infusion of bone broth and herbs. Meanwhile, Bowser Beer was launched in 2007 and includes chicken- and beef-based beers crafted with USDA-grade meat.

Other U.S. dog brews include:

• Good Boy Dog Beer (Texas) which markets “Mailman Malt Licker” and “IPA Lot in the Yard” flavours;

• Crafty Beasts Brewing Company leans into natural with blends of beef, carrots, apples, and spices;

• Apollo Peak adds even more personality with labels like “Mutt Lyte,” “Twisted Tail Ale,” and “Oatmeal Snout”.

Across the pond

In the UK, home of the village pub, Woof & Brew’s Bottom Sniffer Beer (dry, dandelion-and-burdock flavoured) has become a staple. Likewise, Bark Brew Dog Beer brings chicken-flavored refreshment in charming 150ml bottles.

Other popular UK brands include:

PAWD DRINKS: While not marketed as ‘booze’, these vet-formulated liquid supplements are designed to help dogs feel calmer, happier, and more confident.

Yappy Hour Dog Booze markets a Margarita Kit "Pawgarita."

Belgium’s own Snuffle Dog Beer has also gained an international following, while Japan’s Wan Wan Beer, via B&H Lifes, combines meat extract with vitamins and is being served in cozy dog cafés, often as cartoonish tap-room comfort in a cup.

Over in Australia, L’Barkery markets a mean “Bark Lager,” and Pawsecco (because pooches deserve Champagne too).

Meanwhile in China, dog drinks are not yet mainstream, but some local brands are reportedly offering novelty pet drinks in major cities like Shanghai and Beijing.

The pet drinks trend is driven not just by novelty, but increasing demand for shared experiences with pets. Not only are pets increasingly seen as family members, they’re quickly becoming drinking buddies too.

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