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This winery is replacing its labels with pictures of dogs looking to be adopted

Australian wine brand Leaps & Bounds has partnered with Dogs Trust in the UK, putting real dogs on its wine labels in the hope of finding them a new home.

This winery is replacing its labels with pictures of dogs looking to be adopted

Leaps & Bounds has launched a partnership with Dogs Trust in the UK to find homes for some of the charity’s ‘Underdogs’ through limited-edition wine bottles.

The special edition Leaps & Bounds Chardonnay has been made available via Getir in parts of London and Manchester, to rehome dogs in the local area.

Dogs who have been in the charity’s care for six months or more are classed as Underdogs. They may need extra training, ongoing veterinary treatment, a home with no children or other dogs, or they may simply have been overlooked.

Information about the dogs hoping to be adopted can be found by scanning the label on the front of the limited-edition bottle. And the pups featured on the labels include Nigel, a Patterdale Terrier Cross, and Cleo, a Retriever Labrador Cross, both of whom have been long-term Dogs Trust residents owing to special rehoming requirements.

The partnership follows some consumer research undertaken by the Australian wine brand which showed that over a quarter (26%) of dog owners prefer to drink wine at home while in the company of their dogs.

The research conducted with dog owners in the UK also found that 30% of those asked feel more relaxed drinking when in the company of their pup. Nearly 8 in 10 (79%) dog owners also consciously try to involve their dogs in their social lives, with half (50%) admitting to having more fun socially since getting a dog.

Lucy Bearman, wine director at Leaps & Bounds, said of the partnership: “We’re working with Dogs Trust and Getir to bring this limited-edition wine to dog lovers, making it simple to scan over dinner and check the dogs in your local area that need a new home.

“We hope it helps raise awareness for some of the dogs that need a little more attention to find new families and support Dogs Trust who currently is receiving very high numbers of enquiries from people needing to hand over their dog.”

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