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Photo Courtesy of Devils Backbone Brewing Company

The folks at Devils Backbone Brewing Company are always looking for new and innovative ways to reach consumers, like last year when the Virginia-based company created brews for the Washington Redskins, but this time they’re trying something completely different.

Earlier this week, Devils Backbone announced a unique contest, one we’ve definitely never seen before, where drinkers could win the opportunity to have their dog’s picture featured on the can of the company’s Gold Leaf Lager, a 4.5 percent alcohol by volume German-style lager.  The can already features the logo of a dog in a canoe and since, like many up-and-coming breweries these days, Devils Backbone welcomes canines into its beer garden, it seemed to just make sense.

“It turns out, since day one here at Devils Backbone, dogs have been a part of that family and our four-legged friends definitely live out that value every day,” Devils Backbone Chief Operating Officer Hays Humphreys told Forbes.  “It’s an abnormal day here if there aren’t at least a couple of dogs roaming the halls at our Basecamp headquarters.”

Deemed the Adventure Dogs contest, the company will select five winning dogs for their Gold Leaf Lager cans – and you don’t have to just be in the Virginia area.  Drinkers from across the United States and around the world are encouraged to submit photos of their best friends enjoying the outdoors and submit it through Devils Backbone’s website, also including an email address, the dog’s name and a brief summary.  You can also post the photo of social media but make sure to incorporate the hashtags #DBadventuredog and #contest. It ends on March 23, which just so happens to be National Puppy Day, at which point drinkers will be asked to vote for their favorites.  Keep in mind, the dog’s photo will be animated to their likeness, to fit the can’s look.

There’s no exact release date for the cans as of yet, though we expect to see them hit the market early in the summer.  The best part of the contest is that a proceed of the sales of Gold Leaf Lager will benefit City Dogs Rescue, an organization dedicated to rescuing adoptable dogs and cats from overcrowded and high-kill shelters in Washington, D.C.