Muff Liquor Company, a distillery brand rooted in Donegal, has successfully secured a significant distribution contract with a leading global beverage company. This agreement marks the first instance of the brand’s range of alcoholic drinks being dispatched to the US market. Laura Bonner, a native of the area, established the business close to Muff on the Inishowen peninsula in 2017 with celebrity endorsement from the likes of Ed Sheeran and Russell Crowe.
This agreement was finalised with Lucas Bols, an authoritative Dutch group which will now possess exclusive rights to import and distribute Muff Liquor’s whiskey, vodka, and gin products in the vital US market. The Dutch group’s portfolio will now be enhanced by Muff Liquor’s diverse product range alongside its native line of liqueurs, Damrak gin, and Galliano liqueur.
Starting from October, Lucas Bols will team up with the executive group of Muff Liquor to successfully distribute and establish the brand’s presence in the US, backed by an all-inclusive sales and marketing strategy. They will also exploit the celebrity backing the brand has amassed.
Expressing her enthusiasm about this new venture, Ms Bonner stated she is eager to penetrate the US market alongside Lucas Bols, sighting the shared entrepreneurial spirit and commitment to tradition that has been integral to the narrative of The Muff Liquor Company since her grandfather first introduced her to poitín. She spoke of the immense pride they have about Muff Liquor Company’s achievements over the past six years, and anticipates the future of their partnership with Lucas Bols with excitement.
According to Brett Dunne, managing director of Lucas Bols USA, Irish spirits align perfectly with the company’s cocktail-oriented strategy. He predicts Muff will make a solid retail impact thanks to the company’s celebrity endorsement and industry recognition.
It was made public last year that celebrities such as Russell Crowe, Ed Sheeran, Jimmy Carr, and Ronan Keating had collectively invested €750,000 in the Donegal-based distillery, paving the way for the company’s US expansion.