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Laura Whitmore invests in Muff Liquor Co

Love Island presenter Laura Whitmore has acquired a minority stake in Irish spirits producer The Muff Liquor Company as it embarks on a major expansion in 2022.

Laura Whitmore
Laura Whitmore has made her first move into the alcohol sector

Based in Donegal, Ireland, The Muff Liquor Company was founded four years ago by Laura Bonner and her business partner, Tom Russell. The firm produces Irish whiskey, and gin and vodka from potatoes.

Irish presenter Whitmore has become the face of the spirits company following a chance encounter with Bonner at a charity event in London.

Muff Liquor CEO Bonner said: “We are over the moon to have Laura join our company and excited to build a global brand alongside her. Laura Whitmore is great fun, has a really positive energy and is an absolute trailblazer; there is no one else I could think of to better represent our company.

“We just clicked straight away, Laura just loved our produce and our ethos and was interested from the outset to find out more about us and how she could get involved. We are honoured to have her support and will assist us in expanding our client and audience base.”

Bonner added that the company will expand its presence next year across Australia, Asia and other European countries.

The Muff Liquor Company was inspired by Bonner’s grandfather, Philip McClenaghan, who was a potato farmer. The producer is named after the village of Muff in County Donegal.

Whitmore took a particular liking to the company’s gin, which she described as the best she’s ever tasted, according to The Muff Liquor Company.

Whitmore added: “As an Irish woman I am always proud to support Irish businesses and particularly Irish businesswomen. I loved the company’s commitment and determination, as well as their positive vision and ambition for the future.

“It’s amazing to see companies like The Muff Liquor Company taking a lead in this highly competitive market. They aren’t afraid to be bold and get their name out there. I love all of their premium drinks products, particularly the Muff Gin, but the biggest selling point for me is the positive energy behind the brand and the fun and professional attitude of the team.

“The Muff Liquor Company are real trailblazers with a positive energy and fun and youthful outlook to producing high end quality premium gin, vodka and whisky that is really making its mark across Ireland, the UK and across the world and I am looking forward to working with them in the future.”

Last year, Whitmore partnered with Grey Goose vodka to host a virtual dinner party.

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