Drinks Inc. Named Wholesale Partner for Muff Liquor Company in Northern Ireland

Sep 16, 2024

The Muff Liquor Company, a renowned innovator in the craft spirits industry, officially launched in Northern Ireland last week, with Drinks Inc. chosen as Wholesale Partner.

This exciting partnership was celebrated at a special launch event held at the prestigious Ten Square Hotel in Belfast.

The event, graced by celebrity investors Jimmy Carr, an internationally renowned comedian, and the acclaimed singer Nathan Carter, showcased the revamped bottle designs of Muff Liquor’s unique spirits. The new designs embody the company’s commitment to heritage and innovation, offering guests a first-hand experience of their exceptional products.

"Our partnership with Drinks Inc. is a pivotal move for us as we look to expand our footprint in Northern Ireland," said Laura Bonner, CEO of The Muff Liquor Company. "We are thrilled to bring our unique spirits, crafted with passion and precision, to Northern Ireland. The new bottle design reflects our commitment to quality and our heritage, which we are eager to share and Belfast got the first look."

The Muff Liquor Company’s portfolio boasts a velvety smooth potato-based vodka and gin, alongside a distinctively lightly peat-smoked whiskey. These spirits have not only received a new look but continue to offer the exceptional taste and quality that the brand is known for.

Servicing more than 1,300 customers across Northern Ireland, Drinks Inc. offers almost 1,500 products across the beers, wines and spirits categories working with over 100 producers and suppliers.

"We are delighted to collaborate with The Muff Liquor Company and are impressed by their dedication to creating exquisite spirits that resonate well with our audience in Northern Ireland, and boosts our customer proposition." said Peter Mulgrew, Sales Manager of Drinks Inc. "Their innovative approach and the superior quality of their products are what attracted us to this partnership."

The launch event was an enchanting evening filled with fine spirits, engaging entertainment, and in the company of two of the ‘Muff Men’ themselves, Jimmy Carr and Nathan Carter, who are both thrilled to support the brand's expansion and celebrate the occasion. The brand has secured very high profile celebrity investors including Ed Sheeran, Russell Crowe, Ronan Keating and Ryan Tubridy.

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