My golden is starting to chew my brand new rug and he never chewed my old one?

My golden is usually really well behaved and just chews his toys. I just bought a new area rug and he is constantly chewing it and ripping it. I don't understand why? what is it with this rug? he went to vet and that noght started chewing so not sure if he was mad at us or what. This is not something he normally does