Peter Pritchard, the former CEO of Pets at Home, has agreed to join the board of Woof and Brew, the pet drinks business.

Peter has a wealth of experience in the pet sector, previously CEO of Pets at Home and currently Chair of Arcaplanet, Italy’s leading pet retailer, non-executive of Voff Premium Pet Food, as well as AO.com and Motability plc.

Woof and Brew launched in 2010 providing healthy herbal drinks to pet owners across the UK. Products were a hit with dogs and their owners. Soon after launching Posh Pooch and Bottom Sniffer Beer for Dogs. The business has grown rapidly across the UK, Europe and most recently has entered the US market.  Their products are listed in pet speciality retailers, supermarkets and online marketplaces and increasingly in hotels, cafes and restaurants.

Peter joins both as investor and director of the business. Woof and Brew has just completed a successful placing to fuel the next chapter of growth, with an ambition to create a brand-new category, Hydration for Dogs.

Peter commented: “I am delighted to join Steve and the team at Woof and Brew. We will be launching a unique range of highly innovative hydration products. I believe there is a big opportunity to help owners keep their pets happy, healthy and hydrated”.

Steve Bennett, co-founder of Woof and Brew, shares his delight at Peter joining the team: “Up to this point we’ve been a small business with big ambitions, limited only by our industry knowledge and capital. Now with Peter on board there is nothing to stop us achieving our dreams to become one of UK’s most important pet companies and provide pets all over the world with the ultimate in nutritious and high-quality drinks for beloved companions.”