A Guelph-based entrepreneur has introduced a new product aimed at canine companions: a non-alcoholic “dog beer” made from beef bone broth and packaged in vintage-style cans that mimic traditional beer branding.
Launched three weeks ago, BrüMaster’s Premium Dog Beer is the brainchild of Asa Proveau, co-founder of Brothers Brewing Company. While the new venture is entirely separate from the brewery, it draws on Proveau’s beverage background. The name “Brü” cleverly nods to both the English word “brew” and the German word brühe, meaning broth or stock.
Though technically not a beer, the product has captured attention for its unique presentation and playful branding. With zero alcohol and human-grade ingredients, the bone broth beverage is designed specifically for dogs, offering health benefits such as improved joint health, digestion, and skin condition, thanks to its collagen and amino acid content.
Despite not currently owning a dog himself, Proveau cited a personal desire to eventually adopt one as part of the inspiration behind the product. “The thought of having a dog, bringing them to work, and selling dog beer at parks or patios—that’s the kind of life I’m working to create,” he said.
Dog-friendly patios at Brothers Brewing made the concept feel like a natural fit, though there were initial logistical challenges. The company lacked equipment to pasteurize the broth in-house, leading Proveau to collaborate with Royal City Brewing, which provided pasteurization support.
While the broth is safe for human consumption, it contains significantly less sodium than broth made for people and carries a distinctive beefy aroma reminiscent of dog treats. Proveau noted that while he personally sampled many early batches, the drink is not intended for human consumption.
Response to the product has been enthusiastic. Dogs are reportedly enjoying it so much that they finish it in seconds, much to the amusement of their owners. It can be served in a bowl, over kibble, or frozen into treats. The product is shelf-stable, meaning it does not require refrigeration, but can be served chilled or at room temperature.
BrüMaster’s Premium Dog Beer is currently available online, in select pet stores including a local Pet Valu, and at a handful of restaurants and bars. Interest in the product has come from unexpected quarters, including a local barbershop and even cat owners.
Looking ahead, Proveau plans to promote the product at the upcoming Great Downtown Guelph Garage Sale and is seeking a license to sell it from a bike in local parks. He hopes the reduced regulatory hurdles of a non-alcoholic product will allow for greater flexibility and interaction with other businesses.
Ultimately, Proveau envisions broader distribution across Ontario through the Beer Store, LCBO, and more pet retailers. He also sees potential for the product to contribute to animal welfare efforts, including fostering and adoption initiatives.
As Guelph’s dog-friendly culture continues to thrive, this novel beverage may become a staple for pets and their owners looking to unwind—together.
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