Russell Crowe and Ed Sheeran-backed Muff Liquor Company signs US distribution deal

The deal gives the cocktail and spirits company exclusive rights to import and distribute Muff Liquor products into the US from October this year.

Muff Liquor was founded in 2017 near Muff in Co Donegal by Laura Bonner. The company’s first product was launched in 2018 and the business now has a portfolio of potato-based vodka and gin.

It also sells its own Irish whiskey.

The Donegal business has also received a €750,000 investment from a number of celebrities, including Russell Crowe, Ed Sheeran, Jimmy Carr and Ronan Keating.

The company co-founded by the well-known figures owns around 30% of Muff Liquor, according to filings on the Republic’s Companies Registration Office (CRO) last year.

The brand is planning to open its own distillery in Donegal after receiving planning permission late last year. This location is expected to open to visitors in July this year.

The new facility is expected to have on-site bottling, a retail store, offices and a gin experience area.

“We are eager to further expand [Muff Liquor’s] success with our proven on and off-premise capabilities,” Lucas Bols USA managing director Brett Dunne said.

“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,” he added.

Founded in the Netherlands, the Lucas Bols Company is active in over 100 countries across the world.

It has a portfolio of three global cocktail brands, as well as more than 20 international and regional liqueurs and spirits.

Lucas Bols said it plans to work with the leadership team of Muff Liquor Company to create a sales and marketing strategy in preparation for entry to the US market.

“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,” Ms Bonner added.