Love Island host and BBC Radio 5Live presenter Laura Whitmore has become the face of Irish spirits brand The Muff Liquor Company, producer of potato-based gin, vodka and whiskey.
The Muff Liquor Company was founded four years ago by Laura Bonner and her business partner, Manchester-based Tom Russell. The company was inspired by Bonner’s Grandfather Philip McClenaghan who was a potato farmer. The brand is named after the village Muff in Co Donegal, Ireland.
The Irish TV personality, entrepreneur and author made the move into the alcohol business after a chance meeting with the brand’s founder at an Irish charity event in London.
Laura Whitmore said of her investment: “As an Irish woman I am always proud to support Irish businesses and particularly Irish business women. 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.”
2022 and beyond will see huge expansion for the brand across Australia, Asia and other European countries
The Muff Liquor Company CEO, Laura 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.
Laura Bonner added: “Like most other companies the pandemic was a difficult time for us but we survived and kept going. To have Laura Whitmore see the potential even through such challenging times says a lot about us but more about her.
For every bottle sold via the company’s online store, a tree is planted with the help of Tree-Nation. The Muff Liquor company also donates to the charity, St Vincent de Paul, with every bottle sold.