In a quirky twist on pet products, a New Zealand startup has unveiled a range of non-alcoholic, pet-friendly “wines” made from catnip, aimed at both cats and dogs. The brand, Muttley’s Estate, offers playful varietals such as “Champawgne,” “Prosecatt,” “Purrno Noir,” and “Pawt.”
The idea stems from a desire to replicate the ritual of sharing a relaxing drink – but without the alcohol or harmful effects for pet owners who wish their animal companions to partake in a pet-safe “celebration.” According to the founder, the wines are designed to be mood enhancers for pets; catnip is known to stimulate playfulness in cats and relax dogs. The beverages contain zero alcohol.
Muttley’s Estate is named after a childhood pet of one of its founders and has begun selling its catnip Wine in New Zealand, priced at about NZ$12.99 for a 150 ml bottle. The company is reportedly in talks to export to markets such as Australia, the United States, and Japan.
Different varietals are marketed toward different animals: lighter “white” blends like Champawgne and Prosecatt are intended mainly for cats, while deeper blends like Purrno Noir and Pawt are aimed more at dogs. The brand believes that the novelty and pet wellness angle will find appeal among modern pet owners.
Analysts note that the product sits at the intersection of two growing trends: the human-ization of pet products (making pet goods resemble human equivalents) and increased demand for natural, wellness-oriented pet consumables.
While the concept may sound whimsical, it raises questions among veterinarians and pet nutrition experts about how such products will be regulated, whether there are safety or dietary implications, and how much of their effect is placebo versus real.
Still, for now, Muttley’s Estate appears positioned as a novelty premium pet brand, betting that pet owners may enjoy sharing a “glass” with their feline or canine companions minus the alcohol.
