Brown’s Best Friends IPA is holding a competition to put the winning pet on the beer label

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Brown’s Brewing Company is partnering with the Mohawk Humane Society for the third Happy T’Ales Beer Label Contest, where pet owners can compete to have their pet be the face of Brown’s Best Friends IPA.

Pet owners have until September 8th to submit a photo of their furry friend to the Contest Website, where the public will vote for their favorite shot to appear on the label. Admission is $10 per pet, while votes are $1 each, with a $5 minimum.

The money will be used for the humane society’s operating expenses, including supporting investigations into animal cruelty and providing proper animal care. Marguerite Pearson, the organization’s director of marketing and communications, said last year’s competition raised over $37,000.

She hopes this year will be a success as the organization faces an even tighter budget.

“One of our priorities is pet ownership, which means helping people who love their animals keep them in their homes through tough times, immunizations and microchipping,” Pearson said.

The partnership between the non-profit organization and the brewery was mutually beneficial due to the social commitment.

“It’s brought a lot of people into our taprooms and created a lot of excitement because everyone thinks their dog or cat is the cutest thing in the world,” said Kelly Brown, co-owner of Brown’s Best Friends IPA and longtime animal lover.

All pets are eligible and while any high quality photo is acceptable, due to the design of the tag, headshots are preferred. Submissions also include fields for location and a short story to help voters become acquainted with the pet being photographed.

While Finnegan, a 15-year-old Yorkie sitting prettily on a float in Great Sacandaga Lake, is currently in first place, the rankings continue to fluctuate and there is still plenty of time for contestants to submit their photos and collect votes.

The competition leads up to the Octopurrfest Celebration on October 13th at Brown’s Revolution Hall in Troy, where limited four packs of the pet tagged beer will be available for collection during the cat-themed event. Interested parties can pre-order the IPA on-line.

Voting ends September 8 at 9 p.m.

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