NZ firm eyes export boom with catnip wine for pets, owners

A New Zealand e-commerce firm has launched a catnip-based pet wine and announced plans to scale up domestic catnip farming for export to meet increasing global demand.

Muttley's Estate says its range of catnip-infused beverages allows pet owners to share celebratory moments with their animals, with the herb shown to positively impact mood in about two-thirds of cats and to help soothe anxiety in dogs.

Catnip, or Nepeta cataria, has been grown in New Zealand as a garden herb since 1870. In recent years, global demand for the plant has increased, driven by pet product manufacturers and those in the natural health industry. The catnip essential oil market alone is projected to increase by 5.8% annually through to 2030, reaching a value of USD $400 million.

Muttley's Estate claims to be the world's first manufacturer to create a shelf-stable pet wine with a 12-month storage life, which it says makes large-scale export production feasible.

John Roberts, Director at Muttley's Estate, explained that catnip is a robust crop with growing potential in New Zealand's climate and soils.

"Catnip is a resilient crop that has adapted to grow well in New Zealand's temperate climate and well-drained soils since it was first introduced," Roberts said.

He said commercial-scale catnip farming could contribute to diversifying the country's horticultural sector. The company, having established a domestic presence, is seeking to expand into the United States, where the appetite for premium and novelty pet products is growing.

"One of the key advantages of catnip is that even a small crop yields enough to produce a batch of pet wine, allowing us to create a high-value product without requiring extensive land investment. With the growing international interest in catnip and the 'humanification' of pet diets, it was a natural extension to explore the development of a premium beverage for pet owners to celebrate with their pets. Since launching the range in New Zealand less than a year ago we have already signed over 40 retailers and have developed a strong direct-to-consumer channel presence. We believe the reputation of NZ's wine sector in North America will help us establish an entry into this market and we now actively looking for US distributors," Roberts said.

Roberts noted that research highlights an increase in anxiety and stress-related issues in pets, a trend tied to factors such as urbanisation, more multi-pet households, pandemic-related disruptions, and changing lifestyles. He pointed to findings that almost a third of dogs are highly sensitive to loud noises, that 29% are highly fearful and 14% exhibit pronounced aggression.

"Symptoms of anxiety in cats are often more subtle yet owners reported signs of tail flicking, avoiding eye contact, and shifting head/body away repeatedly (every week or every other day) or more often than usual. We created the range to help alleviate some of the modern stressors on pets but unlike conventional wines, our products contain zero alcohol. The range offers multiple 'varietals,' each featuring a different concentration of catnip: lighter whites such as the Champawgne appeals more to cats, while the deeper blends such as the Purrno Noir and Pawt are popular with dogs," Roberts explained.

The products are distributed through veterinary practices and pet retailers throughout New Zealand. The company has also held tasting events in local dog parks to gauge pet response.

"We were overrun by canines wanting to taste the pet wine, and it demonstrated the positive response across a wide variety of breeds. We're now working with New Zealand Trade and Enterprise to identify distributors in overseas markets," Roberts said.

"We'd love to see entire fields of catnip grown right here. The idea that we could turn a small backyard experiment into a nationwide horticultural endeavour, and share it with pet lovers worldwide, is really exciting. It's a chance for New Zealand to do something fresh and unexpected - yet again," Roberts added.

Muttley's Estate is also conducting trials to test catnip's suitability for human consumption.

"Catnip is related to the mint family, so it is safe for humans. We're working with food technologists to explore the possibilities," Roberts said.