Drinking buddies Ed Sheeran and Russell Crowe back Irish distillery venture with Ronan Keating

International music star Ed Sheeran, along with Oscar winner Russell Crowe, British comedian Jimmy Carr and singer Ronan Keating have joined forces to support a new Irish distillery, the Irish Independent has learned.

The company – MLM Distillery Investments, which is registered in Dublin – is also backed by Noel Kelly, an agent for a number of Irish celebrities.

They are poised to take part in a huge renaissance in the global popularity of Irish whiskey, which is now threatening Scotch for world dominance in the market.

A large number of new distilleries have been established in Ireland over the past decade and other celebrities such as Conor McGregor have also gotten involved in the sector with his Proper Twelve brand. Former Irish rugby captain Brian O’Driscoll was an early supporter of Glendalough Distillery.

Ed Sheeran – whose drinking experiences with Russell Crowe are well documented – has topped the charts around the world for years with hits like “Galway Girl”, “Shape of You” and “Perfect”.

He has strong Irish connections with a number of West Cork first cousins ​​while his aunt lives in Baltimore. He was reportedly scouting the area for a property earlier this year while he was in Ireland to play concerts.

Born in New Zealand, Russell Crowe (58) grew up in Australia and won his 2001 Academy Award for Best Actor in Gladiator. He has been nominated three times for the Best Actor Award. He was in Dublin and Wicklow this summer to shoot a film called The Pope’s Exorcist.

He and Ed Sheeran, 31, have become unlikely friends despite their age difference.

“I started hanging out with Russell Crowe because he loves to get drunk and I love to get drunk,” the singer told an Australian radio show in 2017.

“We don’t get anything from each other except just one night together,” he said.

Comedian Jimmy Carr is an integral part of the UK scene and has hosted a number of popular shows on Channel 4.

Ronan Keating was one of five young men brought out of obscurity by impresario Louis Walsh to found Boyzone in 1993. The group enjoyed great popularity in the 1990s. He began his solo career in 1999 when his version of You Say Nothing at All appeared in the hit film Notting Hill starring Hugh Grant and Julia Roberts.

Corporate filings for the newly formed MLM Distillery Investments, reviewed by the Irish Independent, show that Ed Sheeran and Russell Crowe each own 29 percent of the company.

Jimmy Carr, Ronan Keating and Noel Kelly each own 14pc.

Mr. Kelly is Managing Director of talent agency NK Management. It represents a large number of well known Irish names such as Ryan Tubridy, Pat Kenny, Claire Byrne and Sonia O’Sullivan.

Celebrity endorsement of brands, including alcoholic beverages, can result in significant sales increases and even help the stars themselves make millions.

In 2017, actor George Clooney sold his tequila brand to Guinness owner Diageo for up to $1 billion. Just four years earlier, he co-founded the Casamigos brand with Cindy Crawford’s husband Rand Gerber and real estate developer Mike Meldman.

Hollywood actor and director Liev Schreiber founded the Sláinte Irish Whiskey brand this year together with Richard Davies, executive director of the beverage industry.

https://www.independent.ie/business/irish/drinking-buddies-ed-sheeran-and-russell-crowe-back-irish-distillery-venture-with-ronan-keating-42205290.html Drinking buddies Ed Sheeran and Russell Crowe back Irish distillery venture with Ronan Keating

Fry Electronics Team

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