A collaboration between The Collingwood Brewery and the Georgian Triangle Humane Society brings delicious beer to the LCBO, nets more exposure and funds for GTHS.
You can’t miss it in the liquor store: the Happy Tails beer can has a playful drawing of a dog on it with a rainbow of colours in the background. The pet-promoting quaff is the result of a new collaboration between The Collingwood Brewery and the Georgian Triangle Humane Society (GTHS).
Happy Tails is the brainchild of GTHS Executive Director Sonya Reichel, who witnessed a similar effort in the United States. Reichel and her team met with Chris Freeman, General Manager and Head Brewer at The Collingwood Brewery in late 2021…and the rest is history.
“It’s an amazing relationship,” says Reichel. “ Community partnerships like these make a huge impact to the work that we do. Happy Tails will raise much-needed funds, as well as exposure. LCBOs receive high traffic, so having our logo present raises awareness about the work, which is a powerful thing.”
Freeman and The Collingwood Brewery got on board immediately. “We are all big on animals here,” he says. “I have a dog and cats at home and the brewery has been dog friendly since day 1—we love to support causes we believe in. I thought of this particular beer right away—it’s perfect for the GTHS,” says Freeman. “Like the design we had made for the can, it’s a beer that’s happy and light-hearted.”
Freeman decided to bring back a popular brew, Hazy Session Ale, as Happy Tails Session IPA. At 4.5% alcohol, this is a sessionable, floral and fruity beer that doesn’t pack the punch of a strong IPA. Late-hopped with Mosaic and dry-hopped with Sabro, it’s an unfiltered session ale redolent of clementine and coconut. Light, hazy and delicious, it’s a very quaffable, easy-drinking beer.
The GTHS had a local launch event for Happy Tails at the brewery in Dec 2021 and it has been selling well at The Collingwood Brewery Retail Shop and Tap Room ever since. Happy Tails has now hit LCBO shelves locally and at approximately 200 stores across Ontario.
“We are continuing the rollout, as interest has exceeded our expectations,” says Freeman. “The LCBO love the idea. We are hoping to have Happy Tails at 350 to 400 LCBO locations by the end of November.”
To find out if Happy Tails is stocked at your local LCBO, visit www.LCBO.com and search ‘Happy Tails” or “Collingwood Brewery”.
About The Collingwood Brewery
The Collingwood Brewery is Collingwood’s first craft brewery, home to well-crafted, balanced beers designed to draw in people who haven’t discovered craft beer…and delight those who do. We continue to win provincial and national awards for our beers, which you can find here at the Taproom, Retail Store and Beer Garden, 10 Sandford Fleming Drive in Collingwood, at bars, a growing number of LCBO locations as well as grocery stores across the province. Find us at www.TheCollingwoodBrewery.com.
The GTHS is a non-profit charity that operates an Animal Centre serving the south Georgian Bay region by providing shelter for homeless animals and adopting them to caring families. The organization offers innovative programs that enhance and support the human-animal bond. These programs include humane education, pet retention, access to veterinary medicine and animal transport for pets in need.
The GTHS mission is to deliver innovative programs and compassionate services that enhance the lives of pets in need and the people that care for them. The GTHS values are based on providing a better word for pets and people rooted in LOVE – Leadership, Offering hope, Vulnerability and Empathy.
For more information or to arrange an interview with The Collingwood Brewery and/or GTHS staff, please contact: Carl Michener, ¡Outwrite! Communications firstname.lastname@example.org 1-416-476-7484. You can also reach Retail Manager Scott Smith at the Brewery: 1-705-444-2337.