Lagunitas Pit Bull Love
Lagunitas Pit Bull
Over the years while drinking Lagunitas beer I’ve wondered about the story behind the dog on the label. I tracked down an old interview on SF Gate by Cynthia Liu and learned some background and some cool facts.
Pit bulls have an image problem so why would they use one to promote their product? Tony Magee, brewer and owner, says he was inspired by the ever present dog from “The Little Rascals”. Magee says he felt that “Petey” was the star of the show. He was hoping that the positive feelings of loyalty would carryover to his beer. Magee told Cynthia, “If you look at the label, he has human eyes — a nice, friendly look.”
As the pale ale became very popular its label became synonymous with Lagunitas Brewing Co. Pit bull owners were thrilled with the label, and many even sent photos of their pets.
The breed has not always suffered from bad press. According to the American Pit Bull Registry, the pit bull was America’s canine mascot during World War I and portrayed in posters as such. Later, it was used to symbolize sturdiness, dependability and loyalty by companies such as RCA Records and Buster Brown shoes.
Lagunitas offers tours, hosting visitors ranging from 22-year-old skateboarders to retirees from Florida. Many bring their dogs.
The dog-friendly environment at Lagunitas extends beyond welcoming employees’ and visitors’ dogs to the office. The company also sponsors and donates beer to fund-raisers run by organizations such as PETA, In Defense of Animals in Mill Valley and the Animal Rescue Foundation in Walnut Creek, founded by Tony LaRussa. The beers’ labels state, “No dogs are harmed in our brewing process.”
Now I know the real significance of “that dog” on the labels of Lagunitas beers and I feel even better drinking them.
Cheers!
