The Howler Head brand first launched in the US in 20 saw it sell near to 70,000 nine litre cases. Made with Kentucky Straight bourbon and infused with a punchy caramelized banana flavor, it packs in an impressive 40 ABV. Along with Alexander Volkanovski, we will also be engaging additional fighters to endorse the brand in Australia.”Īs well as gaining Oliveira, Volkanovski and Barralho’s support, the firm has also signed former UFC strawweight champion Joanna Jędrzejczyk and rising stars Sean O’Malley and Charles Jourdain to promote the brand globally.Ĭampari Group currently controls a 15% interest in the Catalyst Spirits brand, which is also available in the US, Canada and the UK. Febru1,779 Views By The Bourbon Flight Trackhouse Entertainment Group Founder Justin Marks and entrepreneur Dana White announced a marketing partnership formed to create growth for both. Howler Head is a fun, tongue-in-cheek addition to the often very serious whiskey bourbon-making market. Speaking of the Brazil launch, Campari Group country managing director Brazil, Gustavo Bruno, explained: “With Bourbon whiskey serving as one of our global priority brand pillars for Campari Group and the recent positive trends in Brazil, Howler Head is an ideal fit for our local portfolio.”įor the introduction in Australia, the company enlisted UFC featherweight champion Alexander Volkanovski who is also fighting in the title fight at UFC 284.Ĭampari Group Australia managing director, Simon Durrant, concluded: “Howler Head has established a clear unique brand personality and, through its deep relationship with UFC, we believe it will be a hit in Australia. To promote the launch in Brazil, Howler Head signed former UFC lightweight champion Charles Oliveira and UFC middleweight Caio Borralho to serve as spokespeople for the brand, with Oliveira making personal appearances to greet fans in Rio during fight week of UFC 283. Hill in Rio de Janeiro and UFC 284: Makhachev vs. The launches coincide with UFC 283: Teixiera vs. ![]() ![]() ![]() When matched with the unrivaled global appeal of UFC, we have a winning formula for rapid international expansion.” The roll-out, which follows investment from both Campari Group and Catalyst Spirits, will also coincide with Howler Head becoming the official flavoured Bourbon whiskey of the Ultimate Fighting Championship (UFC).ĭiscussing the details, Catalyst Spirits CEO Simon Hunt told the drinks business: “With Campari Group investing in Howler Head and Catalyst Spirits just a few months ago, we are already seeing the fruits of this partnership through our ability to quickly leverage Campari Group’s route-to-market capabilities to enter Brazil and Australia. Super premium flavoured Bourbon brand, Howler Head, is set to be distributed to Brazil and Australia for the next phase of its expansion plan.
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