• by Danielle Oster , March 14, 2025

For the second consecutive year, PepsiCo root beer brand Mug will celebrate the “Last Dog Standing” during the March Madness college basketball tournament.

Last year, when the UConn Huskies men’s basketball team won its second championship, Mug rewarded fans across the country with an offer of complimentary cans of root beer. The brand is bringing back the promise of free root beer if a school with a dog team name or mascot wins it all, in either the men’s or women’s concluding game on April 6 and 7.

In a release announcing the news, the brand noted that the Gonzaga Bulldogs and Tennesse Volunteers, whose mascot is a Bluetick Coonhound named Smokey, are viewed as strong contenders this year -- as well as the UConn Huskies, of course.

The brand is also expanding the campaign this year with some new initiatives, including celebrating last year’s champs with the “world’s first barking vending machine,” at Storrs, Connecticut sports bar Hops 44. The machine, called the Root Beer Dawgatron 9000, made an appearance at the location during the UConn Huskies’ men's team’s game against the Villanova Wildcats, purportedly responding to fans’ barking sounds by dispensing root beer. A video uploaded to Mug’s Instagram page shows its “Dog” mascot demonstrating how the machine works.

The next stage of the action is timed around bracket selection for the tournament. Following “Selection Sunday,” fans in states whose dog-related team is selected for the tournament can can receive a rebate of up to $4 off their Mug purchase. Mug is also releasing branded Mug Root Beer Last Dog Standing 2025 cans paying homage to various dog-related teams, which fans can score via an online promotional giveaway at a dedicated landing page while supplies last.

“As a brand with a dog mascot, we understand the tenacity, grit, and competitive edge that only a dog can bring to the court,” Michael Smith, vice president, brand marketing for Mug Root Beer, said in a statement. "That’s why Mug Root Beer is once again betting on dogs to lead the pack this spring, and we’re doing it the only way we know how: with more root beer.”

In addition to serving as the second consecutive “Last Dog Standing,” the campaign reflects the brand’s increased focus on dog-themed marketing initiatives designed to spark fan engagement. Earlier this year, the brand invited fans to test their “dawg” status with its “Dawg DNA Kit.”

A November, 2024 report from Market.US estimated the annual growth rate for the global root beer market -- inclusive of alcoholic and non-alcoholic beverages -- at around 4.3%, with non-alcoholic root beer comprising around 63% of the global market. According to data cited by multiple outlets, Mug’s dollar sales increased by around 34% last year.