Muff Liquor Company has secured a major international distribution deal that will see its products exported to the US market for the first time.
Founded by Donegal native Laura Bonner near Muff on the Inishowen Peninsula in 2017, Muff Liquor Company has signed a deal with beverage company Lucas Bols, granting the Dutch group exclusive access to import and distribute Muff's whiskey, vodka, and gin products in the US.
Lucas Bols said in a statement on Thursday that Bonner and her team are continuing her family's tradition of crafting spirits from potatoes her grandfather Philip McClenaghan farmed in Co Donegal.
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Among the backers of the Donegal brand are actor Russell Crowe, musician Ed Sheeran, comedian Jimmy Carr, and Irish singer Ronan Keating.
Crowe and musician Sheeran celebrated the news about Muff's distribution deal in a video on social media on Thursday.
"Well hello, Muff lovers, how are you?" Crowe said in the video alongside Sheeran.
"Wonderful news from Lucas Bols that Muff is now going to be available all over America."
Sheeran cheekily added: "Dive into the Muff."
Muff Lovers !!
— Russell Crowe (@russellcrowe) April 18, 2024
Donegal’s own @MuffLiquorCo have signed a distribution deal with Lucas Bols in the USA.
Young Sheeran and I had High Tea at the Dorchester to celebrate ! pic.twitter.com/BpgHmbyXly
Muff Liquor launched its first product in early 2018 and offers a portfolio of potato-based vodka and gin products in addition to a peated Irish whiskey.
The Lucas Bols Company portfolio includes more than 20 global brands incorporating a range of spirits, including liqueurs, tequila, genevers, gin, and non-alcoholic spirits. The Dutch company is a major player in the global cocktail market.
Beginning in October, Lucas Bols will begin working with Muff Liquor's executive team to "establish and distribute the brand in the US with a comprehensive sales and marketing strategy, also leveraging the involvement of its celebrity investors".
Laura Bonner, CEO of Muff Liquor said she was proud to expand her company into the US market, adding that Muff Liquor and Lucas Bols share an entrepreneurial spirit.
"We share an entrepreneurial spirit and dedication to heritage that has been woven into The Muff Liquor company story since my grandfather introduced me to poitín many years ago," Bonner said in a statement.
"We are incredibly proud of what the Muff Liquor Company has achieved in just six years, and we cannot wait to see what lies ahead in our newfound partnership with Lucas Bols."
Brett Dunne, managing director at Lucas Bols USA, said Muff Liquor was the "perfect fit" for the group's cocktail strategy.
"With an exciting roster of celebrity investors and industry accolades, Muff should bring a strong retail presence and clout that our team looks forward to furthering in key US markets," Dunne said.
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