The Republic of Ireland’s County Donegal has a village called Muff – home to the Muff Liquor Company.

The brand has attracted a number of celebrity investors, which include Jimmy Carr, Russell Crowe, Ed Sheeran, Ronan Keating, Nathan Carter and Ryan Tubridy.

July 2024 was the launch event, which Jimmy and Ed were unable to attend (although Jimmy did visit in September).

Jimmy has mentioned his investment in podcasts and takes great delight in the brand’s name – as evidenced within this compilation, when an audience member tells him about a sponsorship deal Muff has agreed.

All Muff related posts can be seen here.

Instagram post (here) is the Muff founder posing with Jimmy at one of his gigs in 2025.

Update 2026-05-17: See also Muff promo videos – here