A special wine has been invented for cats and dogs: it helps them relax.
'02.10.2025'
ForumDaily New York
New Zealand has launched an unusual innovation for pet owners – non-alcoholic “wine” for cats and dogs, reports Straitstime.
The wine is based on catnip, which helps pets relax and improve their mood. The creators of the drink plan to sell it not only locally but also for export.
Brand idea
Muttley's Estate was named after the beloved childhood pet of one of the founders, John Roberts. They produce catnip-based wines with playful names like Sauvignon Bark and Purrno Noir. The new offerings have already proven popular with cats and dogs.
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"Sometimes it's nice to just relax with your pet and have a glass of wine," Roberts, 32, said in an interview.
Sales and export plans
Since May 2024, the drinks have been sold in New Zealand at $9,70 per 150ml bottle. Currently, they are only available domestically, but negotiations are underway to expand to Australia, the US, and Japan.
From "Dog Beer" to "Pet Wine"
The idea came from his wife and company co-founder, Courtney. She noticed the growing popularity of "dog beer," a meat-based beverage. Given New Zealand's reputation for wine, the couple decided that "pet wine" could be the next big thing.
Unlike competitors who use broth, the couple chose catnip as the main ingredient. It's known for its properties—it helps cats become more playful and cheerful, and helps dogs relax. The plant has been cultivated in New Zealand since 1870.
"Since COVID, we've noticed increased stress in pets in homes," Roberts explained. He noted that pets sense their owners' anxiety. He added that when owners returned to work after lockdown, many pets developed separation anxiety.
Roberts drew on his experience in the family business manufacturing veterinary drugs.
He created a line of wines with varying concentrations of catnip, allowing him to accommodate the diverse tastes of pets.
Each drink utilizes the natural properties of different varieties of catnip: some help improve mood, others have a positive effect on digestion.
