Muff Liquor Co partners with Lucas Bols in US

Dutch liqueur producer Lucas Bols has agreed to distribute The Muff Liquor Company’s Irish spirits portfolio in the US.

Lucas Bols will have exclusive rights to import and distribute Muff Liquor’s products in the States, with the partnership officially launching in October 2024.

Laura Bonner, CEO and founder of The Muff Liquor Company, said: “I am thrilled to see The Muff Liquor Company expanding to the US market with the talent and experience of the Lucas Bols Company.

“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.

“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 new-found partnership with Lucas Bols.”

The company produces vodka from potatoes, gin and Irish whiskey. It was founded in 2017 by Laura Bonner and her business partner, Tom Russell – and counts famous faces such as Russell Crowe, Ed Sheeran, Jimmy Carr, and Ronan Keating among its investors.

Lucas Bols USA will be tasked with leveraging the involvement of its celebrity investors, alongside establishing the brand in the US, and distributing its products with a comprehensive sales and marketing strategy.

Lucas Bols was purchased by the Nolet Group last October for €269.5 million (US$283.7m), the company behind Ketel One Vodka. Lucas Bols, meanwhile, owns more than 20 global brands, including liqueurs Bols and Passoã.

Brett Dunne, managing director of Lucas Bols USA, added: “We are thrilled to partner with The Muff Liquor Company. Their portfolio of award-winning, Irish spirits is a perfect fit with our cocktail strategy and, though a young brand, their rich history pairs perfectly with the 450-year legacy of the Lucas Bols Company.

“We are eager to further expand their success with our proven on- and off-premise capabilities. 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.”

Muff Liquor will also be opening a brand home in July this year, near the village of Muff in County Donegal, which is where Bonner’s grandfather’s distilling legacy began.

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Author: Rupert Hohwieler