Petfood Industry reported on another entrant in the dog beverage category. Dogdration is the brainchild of Colorado State University student Brian Fate who felt his dog needed to replace electrolytes after vigorous exercise. The Rocky Mountain Collegian recently featured a story on Brian and his company. The product is available online and in a limited number of retail locations. At nearly $4 for a 20 oz bottle and $36 for a case of 12 this is clearly a premium product (I’d bet my dogs would drink Gatorade for a lot less!) Marketing efforts are well steeped in social media; Dogdration has Facebook , YouTube and Twitter accounts and Brian Fate’s Linkedin and MySpace profiles mention he is founder of the company. Dogdration has even hired professional blog writers to help with marketing efforts.
I’m not certain that dogs need beverages more complicated than water, but this product appears better researched than most. Brian’s passion for exercise and concern for his dog is reflected in Dogdration, while some of the other entrants seem purely opportunistic. I will continue to watch this emerging product category with interest.