cat wineCat wine didn’t win the first Pet Care Innovation Prize – that went to a dishwasher-safe bowl that connects to the pet owner’s phone and Wi-Fi – but the product has been in the news. Hostilities appear to have broken out between competing start-up companies that make faux wine for cats (and a few faux wines for discriminating dogs). The New York Times reported:

“But already the company that brought its products to market first…‘the original cat winery’ – is accusing its newer competitor…of being a copycat…Both have come up with clever names for their products: For $11.95, people can buy Fluffy an 8-ounce bottle of Catbernet or Pinot Meow…Or for $14.95, they can pour 12 ounces of Meow & Chandon…Since alcohol can harm cats, these products are essentially catnip water, which can make a cat loopy and an owner happy. But based on a wine tasting I conducted at a local cat cafe-slash-adoption center, the products are primarily catnip for the owners: The shelter cats did not like wines from either company – only two of them indulged – but the people visiting the tastings loved the concept.”

The challenge for companies that want cats to enjoy their wines, according to data from National Geographic, is the active ingredient in catnip – the oil found on catnip’s stems and leaves – functions as a pheromone. While humans have ingested catnip for years in teas that assist digestion or reduce tension, cats prefer to smell the stuff. That could make the bouquet of cat wine quite important. Next on the docket for the cat wine start-ups: products for the next generation – kittens.

If cat wine sounds over-the-top to you, ponder this: One of the cat wine start-ups sold half of a million dollars worth of pet wines last year.

Weekly Focus – Think About It

“Stories matter. Many stories matter. Stories have been used to dispossess and to malign, but stories can also be used to empower and to humanize. Stories can break the dignity of a people, but stories can also repair that broken dignity.”
–Chimamanda Ngozi Adichie, Nigerian novelist

* These are the general views of Jonathan DeYoe and they should not be construed as investment advice for any individual.

Sources:
http://www.barrons.com/articles/magical-mystery-tax-plan-1486794351?mod=BOL_hp_we_columns (or go to https://s3-us-west-2.amazonaws.com/peakcontent/+Peak+Commentary/02-13-17_Barrons-Magical_Mystery_Tax_Plan-Footnote_1.pdf)
http://insight.factset.com/hubfs/Resources/Research%20Desk/Earnings%20Insight/EarningsInsight_021017.pdf
http://www.sca.isr.umich.edu (or go to https://s3-us-west-2.amazonaws.com/peakcontent/+Peak+Commentary/02-13-17_UniversityofMichigan-Surveys_of_Consumers-Footnote_3.pdf)
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http://www.ralphkeyes.com/quote-verifier/
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