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The South Australian wine brand Leaps & Bounds has created a special edition of its Chardonnay with pictures of dogs that want to be adopted. For this purpose, the winery has started a partnership with the British organisation Dog Trust, which looks after stray dogs and tries to place them with new owners. Dogs that have been with Dog Trust for at least six months are classified as "underdogs". They often need special treatment and training, and are considered difficult to place. These dogs are pictured on the labels of the wine bottles, and more information can be accessed via a QR code.
According to a survey conducted by Leaps & Bounds in the UK, more than a quarter (26 per cent) of dog owners prefer to drink wine at home in the company of their dogs. Almost a third of respondents feel more relaxed when drinking in the company of their dog. According to the study, 79 percent of dog owners consciously try to include their dogs in their social life, and half said they have more fun socially since owning a dog. The wine brand, which belongs to Pernod Ricard, has always featured pictures of dogs on its labels and specifically targets dog lovers.
Lucy Bearman, wine director at Leaps & Bounds, says of the project: "We hope this will help raise awareness of some of the dogs that need a little more attention to find new families and support the Dogs Trust, which is currently receiving a very high number of enquiries from people who need to relinquish their dog."
(al / source: Drinks Business)