Urban Underdog returns in new "pup" cans to benefit pet adoption

It’s actually a bit hard to believe that Urban Chestnut‘s Urban Underdog American lager has been around for nearly 7 years. In that time, Underdog became a staple of many St. Louis bars. One year after Underdog launched the beer became the centerpiece of what is now a 6th-year partnership between the brewery and the iconic St. Louis company, Purina.

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Together the two have partnered for their annual “Raise a Pint for Pets” campaign. This year they’re back again, but with a new packaging idea. For the first time in the brewery’s 11-year history, Urban Underdog will be offered in 12-ounce “pup” cans which are available now as a specially marked 15-pack. For each 15-pack of Urban Underdog sold through Jan. 31, 2023, Purina will donate $5 to local Petfinder shelters in the IMPETUS Coalition to help more pets find their forever homes.*

The IMPETUS Coalition is a group of 20 area nonprofit organizations dedicated to making the St. Louis region more humane for pets and the people who care for them, and include:

APA Adoption Center
Mercy Hospice Pet Peace of Mind
St. Louis Feral Cat Outreach
Tenth Life Cat Rescue
Metro East Humane Society
Partners for Pets Humane Society
Metro Animal Resource Services
Gateway Pet Guardians
Pasta’s Purpose
Operation Spot, Inc.
Five Acres Animal Shelter
Helping Strays of Monroe County
Pet’s Second Chance for Life Inc.
Belleville Area Humane Society
Animal House Cat Rescue and Adoption Center
Even Chance
St. Louis County SAVE
Mutts-n-Stuff
Bond County Humane Society
St. Charles County Department of Humane Services

“At Purina, we have been partnering with organizations in our hometown of St. Louis for more than 125 years,” said Kim Beardslee from Purina Community Affairs. “Our annual Raise a Pint for Pets campaign allows us to collaborate with our fellow pet-lovers at Urban Chestnut while helping to raise awareness and funds for many of the incredible pet welfare organizations in our backyard. Helping local pets find their forever home is as easy as enjoying a great beer from Urban Chestnut, and it doesn’t get much better than that!”

New to this year’s campaign, Purina and UCBC have created 30 premium Raise a Pint for Pets gift packs that will be raffled off at select retail stores in the St. Louis area. The prize packs include: a Purina picnic basket, a YETI dog bowl, a YETI 12-ounce can insulator, one 15-pack of the new specially marked Urban Underdog American Lager, a Purina dog leash and a 6-ounce bag of Purina Beggin’ Strips dog treats. Each prize pack is valued at $125.

“We’ve been looking for the right opportunity to introduce our first 12-ounce can and the Raise a Pint for Pets campaign was the perfect time to do this,” said David Wolfe co-owner and co-founder of Urban Chestnut Brewing Company. “Fans of our beers have always supported this campaign, and we’re excited to bring our first ever 15-pack to help shelter pets in St. Louis.”

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