A man went into a pub with a dog … How many times have you heard a joke which starts with these words?
Often, the punchline is that the dog likes beer. Well, although we at Cadela Carlota do not give our dogs beer, this joke inspired an unusual marketing idea. The thinking behind this initiative linked five words that are often mentioned together: ‘Man – dog – friend – pub – beer’.
Cadela Carlota now has a new punchline. Someone goes into a pub/bar and actually finds a new beer that promotes the brilliant work the dog charity achieves.
Adopting a new beer and dog
Called Oooh Big Stretch, it is brewed in Lisbon by Dois Corvos and the brewers aim to introduce the shelter and our important work to beer drinkers across Portugal and ultimately, to European stockists. The rescue centre currently sends many of its rescue dogs to new homes in other European countries for permanent adoption. But before our beloved dogs leave us, the new homes and owners are always very strictly supervised.
While the beer’s long-term audience is outside the Algarve, we thought it was important to celebrate the launch locally with the businesses that have supported this project and our shelter from the beginning. The concept was developed by Connie Askenbäck, export sales manager at Dois Corvos, together with Jonathan Mills, Cadela Carlota volunteer and host of the weekly Collab Bar quiz in Lagos.
On 16 July, an event was held in Lagos Marina to introduce Oooh Big Stretch to a wider audience, along with dogs ready for adoption. It was a truly social evening where members of the public could chat to the Cadela Carlota team and other dog owners who have experienced the adoption process. Success was measured by the stories, photographs, videos and social media content created during the evening, giving the collaboration the best possible chance of reaching its intended audience.
A doggy pub crawl
The evening started at 5 pm at Captain Crumpet – naturally, dogs were welcome too. There were at least a dozen dogs who had an ‘aperitif’. This was a bone broth, made especially for the occasion by Adam, the owner of Captain Crumpet. Adam had frozen the bone broth into large cubes – ideal for big lickers! Everyone enjoyed the delicious crumpets (not to be missed), sitting in the spacious surroundings whilst the dogs enjoyed the grassy space.
At 6 pm, we moved to Pie, another of our loyal supporters, where more Big Stretch was consumed. The ‘doggy pub crawl’ continued through the town to the Collab Bar. This was our final stop, with more group photographs and more launch celebrations, before the usual 8 pm weekly (free entry) Collab Charity Quiz and, of course, drinking more Big Stretch.
Throughout the evening, all the dogs were impeccably behaved, even when we were in more confined spaces. We volunteers felt so proud of them. Each one had been specially chosen for the event, because they are all now ready to move to their forever homes. They walk well on a lead, obey certain commands and of course they know how to wag a tail to perfection. As a reward for their good behaviour, a considerable quantity of treats were consumed!
As volunteers, the evening gave us the opportunity to socialise together, drink beer and talk about our favourite subject – dogs. We met many people who were interested in volunteering, fostering or adopting one of our adorable pooches.
A big stretch to quench your thirst
Oooh, Big Stretch is the name on the attractive bright blue can, which can currently be savoured in the dog-friendly surroundings of Captain Crumpet, Pie or the Collab Bar – the three businesses that have been long-standing supporters of Cadela Carlota. You can sample this special EAIPA beer, which is 5.5% alcohol, while enjoying the company of friends, family and, of course, your four-legged companions. All three venues warmly welcome dogs. Cadela Carlota does not profit monetarily from the sales of the Oooh Big Stretch, but the promotion it will give throughout Europe will be invaluable.
By scanning the QR code on the can, drinkers can visit the Cadela Carlota website to learn more about the shelter’s work. They will also meet the dogs currently in our care, each one hoping to find a loving forever home.
We wish you many happy hours of drinking Oooh Big Stretch surrounded by delightful company and your four-legged friends. Cheers – and woof woof!!
