Campari Group has sealed an agreement with brand-building specialist Catalyst Spirits to acquire an initial 15% interest in Howler Head Kentucky bourbon whiskey.
The agreement opens a path to total ownership and delivers exclusive global distribution rights for the brand. Howler Head is the official flavoured whiskey partner of the Ultimate Fighting Championship (UFC) which attracts a huge following in the USA and globally.
Howler Head launched in the USA last year. The bourbon has a natural banana flavour and, according to the partners, is one of the country’s fastest-growing brands in its category. With a recommended retail price of US$29.99, the expression is also available in Canada and, more recently, the UK.
Campari Group Chief Executive Officer Bob Kunze-Concewitz said: “With bourbon whiskey serving as one of our global priority brand pillars, Howler Head is an ideal fit for our portfolio.
“In addition to being an exceptionally high-quality liquid, Howler Head has established a clearly unique brand personality and, through its deep relationship with UFC, has a huge on-tap worldwide fanbase ready to enjoy this fantastic bourbon.”
Catalyst Spirits CEO Simon Hunt added: “Campari Group has a proven track record for building global brands that consumers truly love and we can think of no better partner as we expand distribution of Howler Head around the world, as well as tap into the vast potential that remains in our existing markets of the USA, Canada and the UK.”
