Crafty Beasts Brewing: Pouring Pints for Pups

Cindy James is an entrepreneur who turned a regulatory headache into a pet wellness innovation. 

As the founder and “Head BARKtender” of Nova Scotia-based start-up Crafty Beasts Brewing, her line of non-alcoholic, nutrient-packed dog brews has gone from a playful concept to a thriving brand appearing in retail locations across Canada. But Cindy never set out to create beverages for dogs.

“Like many entrepreneurs, I was inspired through the process of solving a problem.”

When the lease for her dog daycare business was compromised by new development, she faced zoning challenges in finding a new space. “The spot I found could only be zoned for the daycare if I added retail.”

That constraint became the seed for something entirely new. In her search for a unique, manageable product to sell in a tiny 250-square-foot retail space, James scoured international markets. 

“I found Monty’s Dog Bar located on a beach in Croatia in 2018.” After reaching out for more information, she received a video of the drink being poured into a dog bowl, she realized the product resembled bone broth. “So I got out the Instant Pot, purchased plastic beer bottle look-alikes with a screw-on cap and created my own labels. Dog beer was born!”

Getting the idea off the ground was less of a logistical battle and more about tuning into her audience – dogs and their humans. James began attending dog-friendly events across Nova Scotia, popping up at pet stores, patios, and breweries. 

“This informed the next steps of stabilizing the recipe and creating a shelf-stable product that could be sold into retail locations.”

Crafty Beasts Brewing isn’t a novelty. It's built on nutritional value and sustainability. Early batches were made from locally sourced beef marrow bones, carrots, and apples, often transported around in the back of her car. 

“Many days I had a variety of animal parts in my Fiat seeking to increase the nutritional value of the beer.”

As demand grew, the business had to scale. James sourced water-soluble proteins and organic juices as alternatives. Marine collagen and cod protein come from a Newfoundland company that diverts waste to produce high-quality ingredients. 

Each variety of Crafty Beasts brew is purpose-built for canine health. 

“Apples and carrots in Fetch support immune health, we added pumpkin to Catch for healthy digestion, and the blueberries in Unleashed replace antioxidants and nutrients lost during play and exercise. Turmeric, ginger, and apple cider vinegar round out the wellness profile in every can.”

The most important ‘consultant’ were the dogs themselves, who were central to product testing and development. James hosted “Slurp Events” where dogs were invited to try various flavor profiles. The results were clear: carbonation was out, and nitrogen shots were in.

“Traditional human beer is carbonated to maintain freshness and the integrity of the can. Our testers did not enjoy the experience of bubbles, so we moved to a nitrogen shot format to replace carbonation. We also added pasteurization to increase the shelf stability.”

Customers also use the brew in creative ways: frozen into “beersicles,” as a food topper, or for hydration when their pup is under the weather. 

“They take it camping, on vacations, to the beach, on hikes, after play dates… pretty much anywhere we enjoy an adult beverage, the dog can now join in.”

Crafty Beasts Brewing’s rapid expansion wouldn’t have been possible without strategic support, which is where Invest Nova Scotia stepped in. James first learned about Invest Nova Scotia’s resources through her side role at the Pictou County Partnership, where she mentors entrepreneurs. 

“I was talking to David Hachey {Regional Business Development Advisor, Invest Nova Scotia} one day and he informed me that my exporting activities would benefit from the Invest Nova Scotia’s programs. It changed the trajectory for Crafty Beasts.”

She leveraged both streams of the Export Development Program. 

“I attended trade shows in Ontario and Quebec and went on an export mission to SIAL Paris last October. Stream 2 funding also allowed us to hire a consulting firm to improve our online presence and helped me to position for sales into new markets with French and English materials to use for trade shows.”

The impact was immediate and substantial. “From the Canadian trade shows, we added two new distributors with reach into Quebec and Ontario. We strengthened the relationship with our largest distributor by co-hosting with them at two large shows.”

Today, Crafty Beasts is poised to be in over 1,000 locations by Q3 2025. James says there’s room to grow both the product line and the brand’s presence in big-box retailers like Walmart, Canadian Tire, and Sobeys. 

“We have been recognized by the pet industry with a nomination as a growing company in Canada, and our brand is gaining momentum each month into new areas. Recently, the Hard Rock Hotel in London, Ontario onboarded the brew as part of its pet-friendly offer.”

James credits Nova Scotia-based Forward Creative with helping shape the brand’s identity and is especially grateful for the community of pet influencers who’ve supported the brand from the beginning. 

“They span each province in Canada, and they are engaged and excited to be Beer Reps for Crafty Beasts. They send referrals, host contests and giveaways, and serve as a direct representation of our company.”

Securing the first major distribution deal was also a turning point. “It took two years of conversations and relationship-building. The care and feeding of these relationships remain a top priority for the company.”

As for the long-term vision, James is candid about her goals. “My objective has been to build Crafty Beasts into a company that would be acquired.” 

With growing interest from the US, EU, and Asian markets, she sees Crafty Beasts Brewing as a leader in the emerging category of pet hydration. 

“We remain the top brand breaking into a new pet category, and I hope to see others follow suit.”

With the support of Invest Nova Scotia, a loyal customer base, and a growing network of distributors, this dog beer brand is well on its way to becoming a global player in pet wellness. And somewhere out there, a happy pup is raising a paw in cheers.