It had to happen. Not content with spoiling Fido with doggie spas, treadmills, massages, claw polish (they’re not nails, people, they’re claws) and vegan FFS dog food, pet owners now have a brand-spankin’ new way to pretend Rover is the child they never (thank GOD) had.

Premium beer.

From Gawker, via the Hellmouth, obviously.

In Union Square this morning, Heartland Brewery debuted the latest addition to their collection of oddly flavored beers: Slobber Lager, the beer just for dogs. In honor of the ASPCA‘s October fundraiser, rescued pooches were treated to Heartland’s special, non-alcoholic brew that smelled something like raw beef rotting in flood water (which, come to think of it, is an improvement over O’Doul’s). Exactly what Fido loves. As a bonus, Slobber Lager is less carbonated than regular human beer, so as to avoid any bloated chihuahua explosions.

Damn. One wonders, one does, what they would recommend for the morning after an overindulgence: hair of the human?