Second Chance Beer Company to host Pupapalooza Dog Festival and Fundraiser

San Diego’s Second Chance Beer Company, the award-winning “Seize a Pint, Save a Pup” brewery, will host the 3rd-Annual Pupapalooza Dog Festival on Saturday, May 20 from 2-6 p.m. Pupapalooza is the company’s largest fundraiser of the year, with proceeds benefitting The Animal Pad dog rescue. Second Chance Co-Founder/CEO Virginia Morrison made the announcement.

Pupapalooza, which is sponsored by TrustedHousesitters, will have more than 20 locally owned dog-themed vendors on hand, adoptable pups from The Animal Pad, food trucks, and music from DJ C-Riz. The event is free to attend, though there is a Gold VIP option for $150 and a Silver VIP option for $125. The VIP packages include a 10-minute professional photo session for pets in a Puppy Picnic Co. set-up with Erin Wiese Photo, along with gift bags and drink tickets. For more information on the packages and to purchase tickets, click here. Last year’s VIP packages sold out.

For the first time in the event’s history, Second Chance will be unveiling a limited-release beer specifically for the festivities: Guava Wheat Ale (4.5 percent ABV) that will be available on draft and in 16-oz cans.

“Pupapalooza is the world series for pups and peeps,” Morrison said. “It has become a fun summer kick-off tradition for dog lovers, beer lovers, and anyone who wants to join in celebrating two of life’s greatest pleasures – pups and craft beer. It’s my favorite day of the year. Better than Christmas. If you haven’t been, give it a first chance.”

The list of participating vendors includes Azúcar & Spices (dog baked goods and treats), Bebe Clays (ceramics and resin earrings), Caylee Cakes (homemade tasty treats), Cookies & Co. (handcrafted pet accessories collective), Go Go K9 (canine massage and bodywork), Kahoots (feed and pets), Kiki’s Pawtique (pet necklaces), Pet Power Studio (pet nutrition and serving Swell dog gelato), Scenthound (routine dog care and grooming), Spread Pawzitivity (candles), Teressa Lane Jewelry (personalized and bonded jewelry), and Zoom Room (dog training).

The Animal Pad rescues all dog breeds from San Diego, Southern California, and Mexico. It facilitated more than 600 dog adoptions in 2022. Thus far in 2023, 260 dogs have been adopted. There will be more than 25 adoptable pups at Pupapalooza.

TrustedHousesitters, a house and pet sitting community, will offer a complimentary one-year membership to all dogs adopted at Pupapalooza. Raffle tickets for a free one-year membership will be sold as well with proceeds going to The Animal Pad.

“The community of dog-loving San Diegans will be on full display at Pupapalooza,” Puppy Picnic Co. Founder Ciera Chang said. “I am so proud to partner with Second Chance and we look forward to raising funds for our friends at The Animal Pad. The power of Pupapalooza is real.”

Food vendors at the event include Krispy Boyz (home of the original birria mac ‘n cheese taco), Luna’s LUNpias (with vegan options), and FRSH Woodfire Pizza (specializing in pizzas and pretzels).

As always, in addition to Guava Wheat Ale sales, 1% of sales of Second Chance’s core beers Buddy Lager and New Day West Coast IPA will be donated to local dog rescues. Since the company’s inception in 2015, the brewery has donated more than $322,000 to dog rescues and the communities it serves.

Second Chance’s distribution has been expanding throughout Southern California in 2023, including to the Coachella music festival for the first time. Beer from Second Chance now can be found at San Diego International Airport, San Diego Zoo Safari Park, and Dodger Stadium. Later this year it will be available throughout Disneyland.

Second Chance is located at 15378 Avenue of Science, #222 – off the Camino del Norte exit of I-15.

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