Lagunitas throws a bone to the four-legged heroes of COVID lockdowns

For brands eager to engage their audiences this summer, there is a need to bridge the pain and loss of the last year to the hopeful jubilance of the current moment.

As lockdown restrictions ease and people resume filling up bars, restaurants, concerts and sporting events—California-based beer company Lagunitas is helping its customers throw a party.

Yet, in a nod to the furry companions that helped so many endure the suffering of the pandemic, Lagunitas is putting its spin on a party sweepstakes: it has to be a dog party.

“For over a year now, dogs all across the country have been supporting their humans during some pretty tough times,” said Lagunitas BrewMonster Jeremy Marshall in a press release shared with PR Daily. “That’s why Lagunitas wants to help fuel dog appreciation parties, or as we call them, ‘Doggy Boondoggles.’ We’re super excited to be giving a few of our lucky fans the opportunity to host something special for their pup, their friends, their pup’s friends, and everyone in between this summer.”