A New Zealand start-up, Muttley’s Estate, is aiming to turn the country into a commercial catnip producer with the development of a shelf-stable pet wine made from the herb. Catnip, which has been in New Zealand since 1870, is known to improve the mood of most cats and help ease anxiety in dogs. With rising global demand, especially in the pet and natural health industries, the market for catnip essential oil is expected to grow significantly, reaching around $400 million by 2030.
Muttley’s Estate is believed to be the first company globally to produce a pet wine that can be stored for up to a year, making mass production and export feasible. The company is focusing on the US market, where novelty pet products are in demand. According to the director, John Roberts, catnip grows well in New Zealand’s climate and soil, making it a promising crop that doesn’t require much land to yield valuable products. The wines contain no alcohol and come in a range of ‘varietals’ tailored to either cats or dogs.
Since launching under a year ago, the company has secured over 40 retail partners in New Zealand and has held pet wine tastings at dog parks, which were met with enthusiastic responses. It is now working with New Zealand Trade and Enterprise to secure distributors abroad. Roberts highlighted the potential mental health benefits for pets, particularly in an increasingly urbanised world where stress and anxiety among animals are on the rise. The company is also exploring the use of catnip in products for human consumption, noting its relation to the mint family and safety for people.
