Purina is lending its brand name to beer packaging for the first time to raise money to help shelter dogs and cats find homes.

Nestlé Purina PetCare, which has its North American headquarters in St. Louis, will donate $3 to the Petfinder Foundation for every eight pack of Urban Underdog American Lager sold in the St. Louis area through Oct. 21.

The “Consider a Shelter Pet” beer packaging by Urban Chestnut Brewing Co., which launched this week at area groceries and other retailers, features a dog and a cat wearing capes and touts an adoption event on Oct. 21 in Soulard Market Park, next to Soulard Market. More than 200 pets will be available for adoption at the event between 10 a.m. and 3 p.m. Another pet adoption event is slated for Friday at Urban Chestnut’s Grove brewery.

Purina plans to donate up to $50,000, based on beer sales, to offer people a $50 subsidy toward pet adoption fees at the Soulard event and at 23 St. Louis area shelters, including the nonprofit Animal Protective Association of Missouri, said Libby Davidson, assistant marketing manager on Purina’s pet welfare team.