Unleash The Love: Drink Beer and Help Dogs! Putting two of my favourites together, some call it man’s best friends: beer and dogs, in this Unleash The Love campaign. Imagine every dog has its day, with all their weekends come at once with Porkies, a new dog biscuit made from spent grain used to brew beer. As a former doggie owner (my family doggie) myself and a beer drinker, Unleash The Love struck a chord with me.
This fabulous idea was conceived by Kim Wong of the Specific Gravity Beverage Company and Greg Brown, Assistant Brewer at Lion Brewery over one afternoon. They hit upon this fabulous idea to fulfil two of their greatest passions: brewing great beer and helping out their four-legged friends.
Here’s how the Unleash The Love story unfolds
Greg mentioned he loved the Vienna Malt grain variety; Kim happened to have some in stock. And so the plan was unleashed: why don’t they make a Limited Edition batch of Vienna Lager and use the spent grain to make dog biscuits? They approached dog treat company The Barkery, which produces delicious and nutritious biscuits and meatloaves for our canine companions, and they suggested adding lean minced pork and a touch of cinnamon to the mix.
Hey presto, Porkies was born. The beer wasn’t bad either.
A fruity, lightly hopped beer that’s great for Singapore’s tropical climate, Vienna Lager is an amber-reddish Austrian beer variety that closely resembles the Marzen style of Munch, Bavaria. Not to cut the fun short, Kim and Greg contacted other colleagues in their industry to create an Instagram campaign with the aim of raising money for dog charities.
Both SGBC and Thirty Six Smokehouse & Brewlab will donate $1 for each unique Instagram photo of someone enjoying our Unleashed Vienna Lager with their pet – or the owner with their dog enjoying Porkies.
Unleash The Love on social media
When you are supporting Unleash The Love campaign on social media with your photographs, remember to use the following hashtags!
Use #unleashthelovesg hashtag and/or tag @sgbevco, @lionbreweryco, and/or @thirtysix_sg. If this photo includes both Unleashed Vienna Lager and Porkies, an additional $1 will be donated!
All for a Good Cause
Proceeds will go to two animal welfare organisations: SOSD (Save Our Street Dogs), a volunteer-run organization dedicated to the welfare of Singapore’s many street animals (donations to www.giving.sg/campaigns/unleashthelovesg_sosd) and Causes For Animals (Singapore), a charity set up to support the needs of local animal welfare promoting best practice, ethical, sustainable and compassionate treatment of animals (donations to www.giving.sg/campaigns/unleashthelovesg_cas)
Not to be left out of the party, The Barkery will donate 20% per cent to charity for each purchase of 100 grams of Porkies from their shop in Joo Chiat Road and LINO at Binjai Park will donate $1 for each bottle sold.
The fundraising goal is to reach $1000 for Save Our Street Dogs and Causes For Animals (Singapore).
“Vienna Lager ticks all the boxes for us,” said Kim Wong of the Specific Gravity Beverage Company. “We love beer and we love dogs. How great is it that we can make one and help the other? We hope it will give our beer-drinking friends paws for thought.”
Said Greg Brown of Lion Brewery: “I think this idea certainly deserves a pat on the back. Not only are we making beer and helping dogs, it’s also a great way for us to remain sustainable and give something back to the community.”
Where can I purchase Porkies dog biscuits?
The biscuits will be available for purchase at The Barkery (326 Joo Chiat Road Singapore 427583 www.sgbarkery.com), www.sgbevco.com and 36 Club Street.
Where can I purchase Vienna Lager?
Vienna Lager is available online at www.sgbevco.com or at:
– LINO (7 Binjai Park, Singapore 589821)
– UB3 Bistro (51 Ubi Ave 3, Singapore 408858)
– Ziggy Zaggy (51 Kampong Bugis, #01-04 Riverside Condominium, Singapore 338986)
– Smith Street Taps (335 Smith St, #02-062, Singapore 050335)
For fellow beer lovers, and dog lovers, it’s time to Unleash The Love: Drink Beer and Help Dogs! Do share this movement with your fellow beer kakis and doggie lovers!
Let’s Pay-It-Forward and Pass-It-On, Sharing is Caring!
* Information and pictures courtesy of Empower Marketing Asia *