“The timing of our meeting was perfect,” Guyardo said, because Project Street Vet was laying the foundation for its initial New York operations. And according to data, the need has never been greater.

New York City has one of the largest homeless populations in the U.S., per the 2022 Count in Time report, with some 20,000 pet owners among the 60,000 estimated total.

Pet parents, dog parties

Fetch, which officially debuted in spring 2022, has targeted much of its marketing at millennials and Gen Z, which it has dubbed “love-struck pet parents.” A campaign last summer—with the tagline, “What are they thinking?”—emphasized the deep human-animal bond via some awww-inspiring video and photos.

With that demo in mind, Guyardo thought the Torch & Crown partnership was a solid fit because young consumers are big craft beer fans. (Half of the under 30-year-old drinkers polled by DSM have increased their consumption of small-batch specialty brews over the past few years).

The overlap was undeniable, and Fetch Pale Ale was hatched as a product available to order online for delivery in New York and surrounding Westchester and Nassau counties. It could resurface again in New York, depending on consumer response, Guyardo said, or follow the PSV’s expansion into new markets.

As part of the product launch, the partners have brought in no-kill shelter North Shore Animal League America for an experiential activation later this month. 

The pet-friendly party May 20, open to the public at Torch & Crown’s SoHo location, will feature rescue animals available for adoption via North Shore’s mobile unit, pet portrait artists, raffles and giveaways and personalized pet treats. Part of the proceeds from the $30 ticket price will go to Project Street Vet.