A novel horticultural and pet wellness venture is positioning New Zealand as a future leader in the commercial cultivation of catnip, with the launch of a new shelf-stable “pet wine” range aimed at global markets.
Auckland-based start-up Muttley’s Estate is spearheading the initiative, creating what it claims is the world’s first catnip-based pet wine with a 12-month shelf life – an innovation that opens the door to export opportunities and commercial-scale catnip farming across the country.
“Catnip is a resilient crop that has adapted to grow well in New Zealand’s temperate climate and well-drained soils since it was first introduced,” says Muttley’s Estate director John Roberts.
“Even a small crop yields enough to produce a batch of pet wine, allowing us to create a high-value product without requiring extensive land investment.”
Catnip (Nepeta cataria) was introduced to New Zealand in 1870 as a garden herb. It is known to have a calming effect on dogs and a euphoric impact on around two-thirds of cats. With global demand for catnip rising – driven by natural pet health trends and a booming premium pet product market – the catnip essential oil sector alone is forecast to reach US$400 million by 2030, growing at 5.8 percent annually.
Muttley’s Estate sees the moment as ripe to expand. The company’s initial range, launched in New Zealand less than a year ago, includes varietals like Champawgne (a lighter blend popular with cats), Purrno Noir, and Pawt – deeper blends designed for dogs. The pet wines contain no alcohol, but different concentrations of catnip, and are marketed as a way for pet owners to “celebrate with their pets.”
“With the growing international interest in catnip and the ‘humanification’ of pet diets, it was a natural extension to explore the development of a premium beverage for pet owners to enjoy alongside their pets,” says Roberts.
“Since launching the range we have already signed over 40 retailers and have developed a strong direct-to-consumer channel presence.”
Roberts says the company is now targeting the lucrative North American pet market and is actively seeking distribution partners.
“We believe the reputation of NZ’s wine sector in North America will help us establish an entry into this market and we are now actively looking for US distributors.”
He also sees potential in the broader horticultural impact of catnip cultivation.
“The commercial-scale farming of catnip will further diversify New Zealand’s horticultural sector,” he says.
“We’d love to see entire fields of catnip grown right here.”
The company is already working with New Zealand Trade and Enterprise to explore export channels and recently hosted tasting events at local dog parks.
“We were overrun by canines wanting to taste the pet wine and it demonstrated the positive response across a wide variety of breeds,” Roberts says.
Beyond novelty, the company is tapping into a more serious concern: pet anxiety. Roberts points to research showing a rise in pet stress due to urbanisation, pandemic-related lifestyle shifts, and multi-pet households.
“International studies have found almost a third of dogs showed high sensitivity to noise, while 29 percent were said to be highly fearful and 14 percent showed highly problematic aggression,” he says.
“Symptoms of anxiety in cats are often more subtle yet frequent—tail flicking, avoiding eye contact, shifting body language. We created the range to help alleviate some of these modern stressors on pets.”
Looking ahead, Muttley’s Estate is even exploring the potential of catnip for human consumption.
“Catnip is related to the mint family, so it is safe for humans,” says Roberts. “We’re working with food technologists to explore the possibilities.”
With demand for unique pet wellness products on the rise globally and a growing domestic footprint, Muttley’s Estate believes it has tapped into something special.
“The idea that we could turn a small backyard experiment into a nationwide horticultural endeavour, and share it with pet lovers worldwide, is really exciting. It’s a chance for New Zealand to do something fresh and unexpected-yet again.”
