BrewDog and comedian Ricky Gervais are partnering up to help stray dogs find new, loving forever homes.
The Scottish brewery and creator of “The Office” announced the partnership last Thursday via the company’s Twitter. The limited-edition “Street Dog” beer is a rebranding of the brewer’s Punk IPA. The reimagined cans of the popular brew will feature dog adoption ads selected from U.K.-based charities Dogs on the Streets and All Dogs Matter, with 100 percent of profits going to the organizations.
Our secret talks with @rickygervais resulted in the launch of Street Dog: limited edition Punk IPA.
— BrewDog (@BrewDog) August 13, 2020
“At BrewDog we are always looking for ways to use our business to do good,” BrewDog co-founder James Watt told The Sun. “When Ricky tweeted us with a genuine endorsement for Punk IPA, we wanted to use our platform to donate to causes he’s passionate about.” From there, the idea evolved to include the faces of “pawsome four-legged friends” on each of the cans, he says.
“Is that not f***ing amazing?” Gervais said in a video posted to Twitter, adding, “If that was my only legacy, I’d be happy with that.”
Gervais is a noted advocate for animal rights and regularly uses his Twitter platform to speak out against animal cruelty. In 2017, he announced plans to one-day donate his fortune to animal charities. “I was going to give my fortune to animal charities after I die. But I’ve decided to do it just before I die so I get to see all the whining,” he wrote on Twitter.
As of publishing, Street Dog is available for pre-order in the U.K. on BrewDog’s website. But Watt announced on Twitter on Tuesday that the brewery also plans to brew the limited-edition IPA at its U.S., Australian, and German locations in support of local rescue dogs.