Donegal-based distillery brand Muff Liquor Company has signed a major distribution deal with a global drinks giant, which will see its stable of alcoholic beverages exported to the US market for the first time.
The company was founded in 2017 by local woman Laura Bonner near Muff on the Inishowen Peninsula and was founded with backing from celebrities including Ed Sheeran and Russell Crowe, but has since signed up Lukas Bols. The agreement gave the Dutch group exclusive rights to import and sell the company’s whiskey and vodka. Gin products are also sold in the United States, a major market for the beverage industry.
The deal adds to the Lukas Bols stable with the Muff Liquor range, which includes own-brand liqueurs, Damrak Gin and Galliano Liqueur.
Lukas Bols said he will work with Muff Liquor’s management team starting in October to “establish and distribute the brand in the U.S. using a comprehensive sales and marketing strategy, including the involvement of celebrity investors.” Ta.
Bonner said in a statement that he is excited to join Lucas Bols in expanding into the U.S. market. “We share a dedication to entrepreneurship and tradition that has been woven into the history of The Muff Liquor Company since my grandfather introduced me to Pointin many years ago. We are extremely proud of what Muff Liquor Company has accomplished in just six years and can’t wait to see what lies ahead in our new partnership with Lukas Bols.”
Lucas Bols USA managing director Brett Dunn said Irish spirits were a “perfect fit” with the group’s cocktail strategy. “With an exciting roster of high-profile investors and industry accolades, Muff should bring strong retail presence and influence, and our team looks forward to further expansion in key U.S. markets. Masu.
Last year, celebrities including Mr Crowe, Mr Sheeran, Jimmy Carr and Ronan Keating invested around €750,000 in an investment round that set the Donegal-based company on its path to expansion in the US. It became clear that it did.
