Spotlight Interview – Claire Canning, The Muff Liquor Company

Claire Canning is Brand Home Manager of award-winning local gin, vodka and whiskey producer The Muff Liquor Company. The drinks brand, which recently entered the US market, counts actor Russell Crowe and singer Ed Sheeran among its celebrity investors.

Claire went to school in Derry and studied Business and Spanish at the University of Manchester before working for major tourist attractions in England, Australia and County Meath. She returned home last summer to take on her current role, overseeing the running of The Muff Liquor Company’s new visitor experience in the village of Muff.

Can you tell us where you lived and worked before moving home?

After graduating from my degree, which included a year living in Spain, I spent a few years back home. I then landed a spot on the graduate programme with Merlin Entertainments – the second-largest operator of visitor attractions and theme parks in the world. I worked across roles in Blackpool Tower, Alton Towers and The London Dungeons before jumping at the chance to move to Australia with the company.

I worked on all sorts of exciting projects in Melbourne and Sydney – from ski resorts to penguin rides at an aquarium. I moved back to Ireland in 2017 to help launch a new distillery and visitor experience for a global spirits company in Meath, while living in Dublin. Then, in summer last year, I made the move home to Derry and joined the team at The Muff Liquor Company.

Why did you decide to move home?

I always wanted to travel and see a bit of the world, and it was a great way to grow both personally and professionally. But I’ve always been a bit of a homebird at heart, and I knew I’d find my way back eventually. When the opportunity with The Muff Liquor Company came up, it just felt right – the perfect mix of returning home and starting a new adventure.

What does your role as Brand Home Manager involve?

My role is all about bringing our brand to life for visitors. I oversee the day-to-day running of our visitor experience, plan and deliver events, and make sure every guest leaves with a real sense of who we are – our story, our roots, and of course, a love for our award-winning products. It’s about creating memorable moments and experiences that connect people in a fun, authentic way.

What does an average day look like?

No two days are ever the same, which is one of the things I love most about the job. I could be planning a cocktail event, meeting with local partners, or working on our social media and behind-the-scenes prep. It’s a real mix of creativity, hospitality, and teamwork.

What’s your favourite aspect of the job?

It has to be the people, whether it’s meeting visitors from all over the world or working with our incredible local team here in Muff. I love seeing guests light up when they hear our story or try one of our spirits for the first time. There’s great pride in sharing a product that’s made with care, rooted in Irish tradition, and full of personality. It’s also inspiring to work with a female founder and CEO, Laura Bonner, who has put so much effort into building the brand and making it a success.

The Muff Liquor Company has some famous fans and investors. Have you met any of them?

Yes, I’ve been lucky enough to meet nearly all of our famous friends. I’ve met Ronan Keating, Ryan Tubridy, and Nathan Carter at our launch party, which was very surreal but also some craic! I didn’t manage to get chatting to Russell [Crowe] with the crowds, but I’ve a feeling he’ll be back… maybe with Ed [Sheeran] in tow! Jimmy Carr paid us a visit in September and the team got to go and see his show in Derry. They’ve all been so genuinely supportive and passionate about the brand, and it’s just brilliant to be part of it.

What did you miss most about the North West when you lived away?

My family and friends. Like a lot of people, Covid really put things into perspective for me and reminded me of what’s important in life, so coming home had been on my mind for a while. There’s a genuine warmth and wit to people here that’s hard to find anywhere else. I also missed the slower pace, the scenery, and all the little things that make home home. 

Has much changed since you last lived here?

Definitely. There’s a real buzz about the North West – more businesses, more events, more opportunities. But at the same time, it still feels like home. It’s managed to grow without losing its heart.

What do you enjoy doing when you aren’t working?

I love getting outdoors, whether it’s a walk on the beach or grabbing a coffee and catching up with friends. I’m always on the lookout for new local spots to try, and if there’s live music involved, even better. Now that I’m based at home, I still get to travel when I can, which is the best of both worlds.

What message would you have to other people considering a move back to the North West?

Go for it. There’s nothing worse than feeling unsettled, and I’m so glad I made the move. The North West has so much to offer – great energy, a strong sense of community, and so much right on your doorstep.