• by Fern Siegel , March 15, 2022

Busch Light isn’t just catering to humans — it’s also targeting man’s best friend.

Two years ago, the company released Bush Dog Brew, an alcohol-free bone broth treat for pets. A new brew flavor will launch this fall.

Anheuser-Busch's in-house creative agency Draftline has created the campaign promoting the product, with a playful nod to March Madness.

U.S. fans 21+ can enter the Busch Light Bark Bracket between March 15-22 by posting a picture of their dog on Instagram, Twitter and/or Facebook. Voters nationwide then select the canine best suited to be the face of the brand.

Owners have to explain why their dog qualifies as the MVP (Most Valuable Pup) and use #BuschBarkBracket and #Contest.

Voting will be open March 23-27, and the winner will be announced on March 29. Later this year, the flavor will be revealed and Busch Dog Brew limited-edition cans will be available for purchase on ShopBeerGear.com.

Fans will help Busch Light narrow down the potential winner from four finalists — the final fur — by voting for their top choice of dog. Two final contenders will face off on social media before the winner is chosen.

Daniel Blake, group vice president, marketing, Budweiser & Value at Anheuser-Busch InBev, said: “For Busch Light fans, nothing beats drinking a cold beer with their canine companion by their side. The dogs of Busch Light deserve to be lapping up something great, too. For the first time ever, one lucky dog will have the chance to win a spot on the Busch Dog Brew can, and it’s up to our fans to decide the winner.”

The company has been dog-friendly for the past few years. In 2021, Busch Light named rescue pup Ethan Chief Tasting Officer. This year, Busch Light recruited rescue dog Travolta as senior vice pawsident of human relations, giving him full medical benefits. 

Also, via its Foster a Dog program, Busch Light partnered with a Midwest Animal Rescue & Services in 2020 to offer those who adopt and foster from the shelter a three-month supply of beer.