The Auckland-based enterprise, Muttley's Estate, has unveiled a distinctive collection of non-alcoholic drinks specifically formulated for canine and feline companions. Named after the founder's dog, the company is tapping into the growing desire among pet owners to integrate their animals into leisure activities, sharing moments of relaxation and enjoyment. This innovative range includes playfully named varieties such as Sauvignon Bark, Purrno Noir, and the celebratory Champawgne.
The functional heart of these specialized beverages is locally sourced, natural Catnip. Scientific observation indicates that this ingredient positively influences the disposition of approximately two-thirds of cats. Crucially, it also serves to alleviate anxiety in dogs. Positioned as a natural, stress-relieving solution, the products are entirely free of alcohol. Muttley's Estate offers different "vintages" featuring varying concentrations of catnip. For instance, the lighter options, like Champawgne, tend to be favored by cats, while dogs often prefer the more potent, richer blends.
Despite launching less than a year ago, the company has achieved remarkable traction within the New Zealand domestic market. This rapid growth is evidenced by partnerships established with more than forty retail locations, spanning specialized pet stores and veterinary clinics. Building on this solid foundation of local success, Muttley's Estate is now pursuing ambitious international expansion.
The New Zealand startup is aggressively targeting key international markets, specifically the United States, Australia, and Japan, aiming to introduce its unique offerings to a global audience of animal lovers. To facilitate this expansion, the company is collaborating closely with New Zealand Trade and Enterprise, leveraging their expertise to identify and secure suitable foreign distributors. This strategy underscores the market's readiness for premium products that mimic human rituals, adapting them for pets—a clear reflection of the global trend toward anthropomorphizing companion animals.
The innovative approach and high quality of the product line have garnered significant industry recognition. In 2024, Muttley's Estate was honored at the prestigious International Pet Wine Awards, where it secured the title of "Best Pet Beverage Producer." Furthermore, their popular Champawgne product was specifically recognized as the "Best Wine" within its category. These accolades validate the company's position as a market leader and confirm the consumer demand for sophisticated, pet-friendly alternatives.
Beyond the pet market, the utilization of catnip presents intriguing possibilities for New Zealand's agricultural sector. Director John Roberts highlighted that catnip is a resilient crop that thrives in the local climate, suggesting it could contribute to diversifying the country's export portfolio. Furthermore, the company is actively exploring the potential for incorporating catnip into products intended for human consumption, currently conducting trials alongside expert food technologists.