Donegal liquor brand backed by big celebs set to hit US market
Mu Liquor Company has secured a ma‐ jor international distribution deal that will see its products exported to the US market for the fifirst time. Founded by Donegal native Laura Bonner near Mu on the Inishowen Peninsula in 2017, Mu Liquor Company has signed a deal with beverage company Lucas Bols, granting the Dutch group exclusive access to import and distribute Mu '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.
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 Mu 's distribution deal in a video on social media on Thursday. "Well hello, Mu lovers, how are you?" Crowe said in the video alongside Sheeran.
"Wonderful news from Lucas Bols that Mu is now going to be available all over America."
Sheeran cheekily added: "Dive into the Mu ."
Mu Lovers !! Donegal’s own @Muf‐ fLiquorCo have signed a distribution deal with Lucas Bols in the USA. Young Sheeran and I had High Tea at the Dorchester to celebrate ! pic.twit‐ ter.com/BpgHmbyXly
- Russell Crowe (@russellcrowe) April 18, 2024
Mu 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 in‐ cludes more than 20 global brands in‐ corporating a range of spirits, including liqueurs, tequila, genevers, gin, and nonalcoholic spirits. The Dutch company is a major player in the global cocktail market.
Beginning in October, Lucas Bols will begin working with Mu Liquor's execu‐ tive 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 Mu Liquor said she was proud to expand her company into the US market, adding that Mu Liquor and Lucas Bols share an entre‐ preneurial spirit.
"We share an entrepreneurial spirit and dedication to heritage that has been woven into The Mu 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 Mu Liquor Company has achieved in just six years, and we cannot wait to see what lies ahead in our newfound part‐ nership with Lucas Bols."
Brett Dunne, managing director at Lucas Bols USA, said Mu Liquor was the "per‐ fect fit" for the group's cocktail strategy. "With an exciting roster of celebrity in‐ vestors and industry accolades, Mu should bring a strong retail presence and clout that our team looks forward to furthering in key US markets," Dunne said.