A homegrown horticultural breakthrough could see New Zealand become the global go-to for premium catnip and pet wine — and it all started with a small idea that’s now attracting big international attention.

Muttley’s Estate, a Kiwi startup, has developed what’s believed to be the world’s first shelf-stable pet wine, and they’re now setting their sights on exporting it to the US.

Powered by locally grown catnip, their playful product line — featuring cheeky names like “Champawgne” and “Purrno Noir” — is already in over 40 retail stores around Aotearoa and proving popular with both cats and dogs.

Catnip (Nepeta cataria) was introduced here back in 1870 and grows well in New Zealand’s temperate climate.

It's known to uplift mood in most cats and has a calming effect on some dogs — making it a natural fit for stressed-out pets in modern households.

Director John Roberts says the company’s range came out of a desire to offer something fun and functional for furry friends, especially given rising concerns about pet anxiety.

“We created the range to help alleviate some of the modern stressors on pets,” he says. “But unlike conventional wines, our products contain zero alcohol.”

Roberts says even a small catnip crop can produce a full batch of pet wine, making it a high-value export product that doesn’t require massive land investment.

“With the growing international interest in catnip and the ‘humanification’ of pet diets, it just made sense.”

The brand has already hosted tasting events at dog parks and is working with NZ Trade and Enterprise to scout distributors overseas.

“We were overrun by canines wanting to taste the pet wine,” he adds. “It showed us the demand is real — across all breeds.”

Muttley’s Estate is now looking to scale up catnip farming nationwide, with the hope of turning this once-novel idea into a thriving new branch of New Zealand’s horticultural industry.

So why should Coasties care?

Because opportunities like this could turn a humble backyard herb into a full-fledged export earner — and potentially put the Hibiscus Coast at the centre of a booming niche industry.

With our favourable climate and a community that already embraces boutique makers, it’s not far-fetched to imagine local growers getting involved.

The company is even exploring catnip's potential for human use, working with food technologists to see what other surprises this humble herb might hold.

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