Kiwi Firm Launches New Catnip Wine for Export
A new Kiwi horticultural innovation is turning heads – and tails – across the globe.
Muttley’s Estate has launched a premium range of non-alcoholic pet wines infused with catnip, a herb known to elevate mood in cats and reduce anxiety in dogs. While catnip has been grown in New Zealand since the 19th century, their new catnip wine range is the first time it has been used in a commercially viable, shelf-stable beverage format for pets.
The catnip wines, sold under cheeky names like Champawgne, Purrno Noir, and Pawt, are tailored to suit different pet preferences, with cats favouring lighter blends and dogs enjoying the deeper infusions.
Pet Wine Pioneers: How Muttley’s Estate Is Disrupting the Pet Industry
Global demand for catnip is rising, driven by pet product manufacturers and natural health industries. The catnip essential oil market alone is projected to grow by 5.8% annually by 2030 to reach $400m.
“With growing global demand for natural pet wellness products, and the humanisation of pet diets, we saw an opportunity to offer a premium, playful product that pet owners could enjoy with their animals,” said Muttley’s Estate director John Roberts.
“It’s not just a novelty – it’s a functional, natural solution to help ease modern stressors facing pets.”
From Backyard Trial to National Horticultural Opportunity
The launch story is more than a quirky product reveal – it carries real economic potential for New Zealand’s horticulture sector. Catnip, a hardy, drought-tolerant plant, grows well in local conditions and requires relatively small land plots for commercial production.
With Muttley’s Estate now in talks with New Zealand Trade and Enterprise to expand their catnip wine into the US market, the catnip industry could emerge as a viable crop for export, adding diversity to NZ’s primary industries.
“The idea that we could turn a backyard trial into fields of catnip that support pet health and generate export income is hugely exciting,” Roberts said. “It’s classic Kiwi innovation with a global twist.”
Tasting Events, Retail Expansion and Veterinary Support
Since launching in New Zealand, the brand has secured over 40 retail outlets, including vet clinics and independent pet stores. The company has also held live catnip wine tasting events at dog parks, where products were met with an overwhelmingly positive response from pet owners and their pets.
Muttley’s Estate is now focused on scaling production and distribution while researching the potential of catnip for human consumption. Early trials are underway with food technologists exploring its relation to the mint family and suitability for human beverages or supplements.
A Win for Impact PR: Delivering National Exposure Across All Channels
The breakthrough by New Zealand startup Muttley’s Estate has sparked widespread national media interest, with over 30 leading TV, radio, print, and online news outlets featuring the launch of the world’s first shelf-stable pet wine made from locally grown catnip.
The story, developed and distributed by Impact PR, has captured the attention of top-tier outlets including TVNZ Breakfast, RNZ, NZ Herald, Stuff and Newstalk ZB, among others.
This coverage has not only positioned Muttley’s Estate as a global innovator in pet wellness and attracted distributor attention from the US, but also created a national conversation around New Zealand’s potential as a commercial catnip wine producer.
The extensive media success of the Muttley’s Estate launch reflects Impact PR’s ability to create compelling, culturally relevant storylines that resonate across TV, print, digital and radio.
This single campaign generated more than 30 separate media placements, with major earned coverage that amplified awareness of both the client’s brand and the broader horticultural opportunity.
If you’re a business looking to make headlines and generate nationwide conversation, talk to the team at Impact PR today.