Oscar-winning actor Russell Crowe was in good spirits in Donegal today as he enjoyed a taste of Muff and Donegal hospitality.
‘The Muff Liquor Men’ – investors in the Muff Liquor Company – toasted to a new chapter of the Irish spirits brand with a cheeky brand name and a daring backstory.
The gin, whiskey and vodka company’s new brand home was formally launched in the border village of Muff by Crowe, Boyzone legend Ronan Keating and Ryan Tubridy today. Ed Sheeran and Jimmy Carr are also among the high-profile investors.
‘Gladiator’ star and musician Crowe, who has been touring with his band – jetted into Inishowen, where the soul of the company resides, following gigs in the Colosseum in Rome, Glastonbury and the Gaiety Theatre in Dublin last night.
Crowe says he likes to enjoy his Muff the simple way: “I like it simple, I’ve been doing a mixture of passionfruit and pineapple in the sunshine, it’s a great combination.”
Influencer Eric Roberts and boxer Jason Quigley were among the well-known local guests at today’s launch.
Russell Crowe, Ronan Keating and Ryan Tubridy with Muff Whiskey at the opening the new headquarters in Muff, Co. Donegal. (North West Newspix)
The Muff Liquor Company was set up by Donegal woman Laura Bonner in 2017.
The inspiration for the handcrafted liquor range came from Laura’s grandfather, Philip McClenaghan. He was a Donegal potato farmer and poitin maker, and for a man who lived to be 100 years old, perhaps there’s a secret in his craft.
On the attraction to Muff, Crowe said it was all about the story: “When I heard the story of ‘ole Phil I just got really attracted to the product and that really sealed the idea for me. It’s a great product and the story is a fantastic story that will travel from place to place and country to country. I just wanted to be part of that,” he said.
“One of the most important parts is making sure that we have a footprint in Muff so the people of Muff could be involved. When people can connect to the product they have a personal pride and I think that’s really important,” the Australian star said.
Russell Crowe and Ryan Tubridy at the opening the new Muff Liquor Company headquarters in Muff, Co. Donegal. (North West Newspix)
Ronan Keating said the partnership was the perfect cocktail: “Russell had been chatting about getting involved in different liquor brands, and it became a trendy thing. We kind of stopped looking. I got a call one day, he (Crowe) was here in Ireland, shooting a film and he said ‘I’ve found what we’ve been looking for’. We got a bunch of guys together, ‘The Muff Men’ was created and it’s been a hell of a lot of fun. When Rusty calls, we step up to the plate.”
Bonner commented that the ‘Muff Men’ have been a massive support to the brand: “Having them believing in what we believe in really helps. They are great people and I am over the moon, very overwhelmed and extremely proud.”
Jason Quigley snaps a selfie with Russell Crowe. (North West Newspix)
The gin may have a fun and cheeky name, but behind it are Granda McClenaghan’s core ideas of hard work, respect for tradition and making something born of the land and crafted by hand. Muff Gin and Vodka are made from potatoes, which they say gives it its smooth texture.
The company marked a major win earlier this year in the signing of a US distribution agreement to have its award-winning Muff Irish whiskey, vodka and gin on sale across America.
Ever since it began, creator Laura Bonner’s dream was to have a distillery, head office and visitor centre in Donegal which would employ locally.
“It’s been a dream come true, I’m really excited for what the future holds,” Bonner said.
“It’s been a passion and dream for many years so to actually see it come to reality is incredible. I said years ago I was going to build it, have employment and take tourism to Donegal so I think we can see today it is happening. I really look forward to welcoming people to the area and tell them about Inishowen and the history of Donegal,” she said.
The Muff Liquor Company founders and partners (North West Newspix)
Bonner invites everyone to stop by and see what the Muff love is all about: “People can come to our shop and buy some bottles, come into our cafe, go around the visitor centre, and learn about the fascinating history of poitín in Inishowen and then come into our bar for a few cocktails and then go back out and leave happy.”
With a new brand home, an exciting roster of celebrity investors and industry accolades, there’s plenty to raise a glass to.
