Say hello to Muttley’s Estate – believed to be the world’s first shelf-stable, small-batch pet wine crafted right here in Aotearoa. It’s the classy (and catnip-y) new offering your hotel or restaurant didn’t know it needed – until now.
With varietals like Champawgne, Purrno Noir, and Pawt, Muttley’s Estate is redefining fine dining for the four-legged elite. Made with locally grown catnip (yes, we’re growing fields of the stuff now), these zero-alcohol blends are designed to soothe anxious pups and delight discerning felines.
Why stock it?
- Premium & playful: Align your brand with NZ’s latest luxury horticultural export – pet wine!
- Tail-wagging appeal: 40+ NZ retailers already onboard, plus rave reviews from local dog park tastings. (Yes, that’s a thing.)
- Photo ops & PR buzz: Happy pets + happy humans = instant social media gold.
- Wellness with whimsy: Designed to ease pet anxiety, minus the hangover.
Whether you’re pampering VIP guests (Very Important Pets) with room service extras or adding a fun twist to your bar menu, Muttley’s Estate makes sure no one has to drink alone.
So, shall we raise a paw and toast to hospitality’s newest secret weapon?
Soothe Anxiety
Catnip (or Nepeta cataria) was introduced to New Zealand as a garden herb in 1870 and has been seen to positively impact mood in around two-thirds of cats while helping to soothe anxiety in dogs.
Global demand for catnip is rising, driven by pet product manufacturers and natural health industries. The catnip essential oil market alone is projected to grow by 5.8% annually by 2030 to reach $400m.
Kiwi startup, Muttley’s Estate, is believed to be the world’s first manufacturer to have created a shelf-stable pet wine that can be stored for up to 12 months. The breakthrough has made large-scale production and export more viable.
John Roberts, Muttley’s Estate director, says catnip is a resilient crop that has adapted to grow well in New Zealand’s temperate climate and well-drained soils since it was first introduced.
Commercial Scale Catnip
He says the commercial-scale farming of catnip will further diversify New Zealand’s horticultural sector.
Roberts says with a growing domestic footprint, the company is now setting its sights on the lucrative US market, where pet owners are increasingly seeking premium, novelty products for their furry companions.
“One of the key advantages of catnip is that even a small crop yields enough to produce a batch of pet wine, allowing us to create a high-value product without requiring extensive land investment.
“With the growing international interest in catnip and the ‘humanification’ of pet diets, it was a natural extension to explore the development of a premium beverage for pet owners to celebrate with their pets.
“Since launching the range in New Zealand less than a year ago we have already signed over 40 retailers and have developed a strong direct-to-consumer channel presence.
“We believe the reputation of NZ’s wine sector in North America will help us establish an entry into this market and we now actively looking for US distributors,” he says.
Roberts says research shows the impact of chronic anxiety and stress among pets has become more prevalent due to a combination of urbanisation, multi-pet household dynamics, ongoing issues relating to the pandemic and shifting lifestyles.
Zero Alcohol
“International studies have found almost a third of dogs showed high sensitivity to noise, with fireworks a particular problem, while 29% of dogs were said to be highly fearful and 14% showed highly problematic aggression.
“Symptoms of anxiety in cats are often more subtle yet owners reported signs of tail flicking, avoiding eye contact, and shifting head/body away repeatedly (every week or every other day) or more often than usual.
“We created the range to help alleviate some of the modern stressors on pets but unlike conventional wines, our products contain zero alcohol.
“The range offers multiple “varietals,” each featuring a different concentration of catnip: lighter whites such as the Champawgne appeals more to cats, while the deeper blends such as the Purrno Noir and Pawt are popular with dogs,” he says.
Muttley’s Estate is already selling through veterinary clinics and pet retailers across the country. It has also held tasting events at local dog parks.
Overseas Markets
“We were overrun by canines wanting to taste the pet wine and it demonstrated the positive response across a wide variety of breeds.
“We’re now working with New Zealand Trade and Enterprise to identify distributors in overseas markets.
“We’d love to see entire fields of catnip grown right here. The idea that we could turn a small backyard experiment into a nationwide horticultural endeavour, and share it with pet lovers worldwide, is really exciting. It’s a chance for New Zealand to do something fresh and unexpected – yet again,” he says.
The company is also investigating the potential of catnip for human consumption, with trials underway to determine its suitability for the human market.
“Catnip is related to the mint family, so it is safe for humans. We’re working with food technologists to explore the possibilities,” he says.
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