Bua Brands partnered with The Muff Liquor Company to introduce the brand to the New York on-trade through a carefully curated, experience-led approach. Anchored by the Muff Liquor Cocktail Competition at Tara Mór, the activation created a moment of cultural relevance within the hospitality community, placing the brand directly in the hands of influential bartenders and tastemakers. Rather than pursuing scale, the focus was on cultivating presence within the right environments—spaces where the brand could be understood, interpreted, and championed. This approach established an early foundation of credibility and desirability, positioning Muff within a premium, design-conscious on-trade landscape.