The Muff Liquor Company
Brand Home Visitor Experience
Experiential | Storytelling & Content Creation
The challenge:
The Muff Liquor Company is a unique alcohol brand—one inspired by family legacy, community history, and love of breaking conventions.
In 2017, Founder & CEO, Laura Bonner brought her vision to life with the launch of the Muff Liquor Company, a portfolio of premium Irish spirits. Inspired by her grandfather and named after her hometown; Muff, Donegal (obviously!) her ambition was to create a brand that would embody her inherited divilment, embrace mischief and champion community.
A cheeky sense of humour helped her create a unique selling point and sheer determination allowed her to secure a host of iconic brand ambassadors; Russell Crowe, Ed Sheeran, Jimmy Carr, and Ronan Keating.
Next, Laura set out to create an experiential home to bring the brand to life, drive awareness, and serve as a powerful advertising platform.
The solution:
Our objective was to design, create and launch a local experience that packed a global punch.
Divilment is part of The Muff Liquor Company’s DNA. Built on a legacy of doing things differently, Muff Liquor embraces a spirit of playful rebellion. The brand home needed to embody this sense of cheeky divilment and stand out as a place where the brand’s colourful history wasn’t just told, but felt by all those who pass through the doors.
We created a unique must-see visitor experience inspired by fun, interactivity, engagement, and just the right touch of divilment, all brought to life through beautifully crafted pieces.
We designed a series of immersive spaces, bringing visitors on a journey through the legacy, the distillation process and family heritage from which the brand was built. Incorporating audiovisual and experiential elements, the tour offers a sensory, engaging, and informative experience which brings the inherent cheekiness of this brand to life.
On the 2nd July 2024, Muff in Donegal captured global attention as the Muff Brand Home and Experience officially opened its doors to national media and invited guests.
The Muff Liquor Company continues to break records. By blending heritage, storytelling and great taste, the brand is fast becoming a leader in the premium spirits market.