Howler Head Taps Huge UFC Fights to Introduce Brand in New
Markets
São Paulo & Perth, Aus., Feb. 6,
2023 /PRNewswire-PRWeb/ -- Campari Group and Catalyst
Spirits announce today Howler Head® Bourbon – the official flavored
bourbon whiskey of UFC and the original banana-flavored
super-premium bourbon whiskey – is now available in Brazil and Australia. The launches coincide with UFC®
283: TEIXEIRA vs. HILL in Rio de
Janeiro and UFC® 284: Makhachev vs. Volkanovski in
Perth. Campari Group controls a
15% interest in the popular Catalyst Spirits brand, which is also
available in the United States,
Canada and the U.K.
"Our partnership with Campari Group is allowing us to accelerate
our global expansion plans for Howler Head exponentially," said
Simon Hunt, CEO of Catalyst Spirits.
"Campari Group's strong in-market experience and relationships
enable us to easily enter these exciting whiskey markets with
instant and efficient impact, allowing us to take full advantage of
the growing demand globally for flavored and unflavored
Bourbon.
Whiskey sales around the world have spiked in recent years,
driven in great part by flavored whiskies. The global flavored
whiskey market was expected to reach a value of US$27 billion by 2022, according to Future Market
Insights, with North America,
Europe, Latin America and Asia-Pacific driving significant volume
increases. Launched in the U.S. in 2021, Howler Head sold nearly
70,000 9L cases in 2022 and has quickly become one of the
fastest-growing whiskey brands in the
United States.
To promote the launch in Brazil, Howler Head signed former UFC
lightweight champion Charles
Oliveira and UFC middleweight Caio
Borralho – both hugely popular Brazilian athletes – to serve
as spokespeople for the brand in marketing efforts, including
Oliveira making personal appearances to greet fans in Rio during
fight week of UFC 283. For the introduction in Australia, Howler Head has enlisted UFC
featherweight champion Alexander Volkanovski, an Aussie himself,
who is also fighting in the title fight at UFC 284.
In addition to Oliveira, Volkanovski and Barralho, Howler Head
has also signed former UFC strawweight champion Joanna Jędrzejczyk
and rising stars Sean O'Malley and
Charles Jourdain to promote the
brand globally. Through its partnership with UFC®, Howler Head has
the ability to reach 700 million UFC fans worldwide.
"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," said Gustavo
Bruno, Campari Group Country Managing Director Brazil.
"In addition to being an exceptionally high-quality liquid, in
line with flavored whiskey trends, 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," said Simon
Durrant, Managing Director of Campari Group Australia.
"Along with Alexander Volkanovski, we will also be engaging
additional fighters to endorse the brand in Australia. We are very pleased to give
consumers the chance to meet and greet some of the greatest
athletes in the world during the week of February 6th at UFC 284 in Perth."
Media images of Howler Head can be found HERE.
ABOUT HOWLER HEAD
Howler Head is the original banana-flavored super-premium bourbon
whiskey. It starts with real, carefully crafted Bourbon made with
the finest grains and mineral-rich water. The resulting Bourbon is
then aged for two years in charred American white oak barrels.
Following the aging, the fine Bourbon is then blended with natural
banana flavor.
ABOUT CATALYST SPIRITS
Catalyst Spirits is a global spirits company focused on leveraging
the new economy and our vast experience to build and rapidly grow
premium brands consumers truly want. Our fine spirits portfolio
includes Howler Head, the original banana flavoured bourbon and the
official flavoured whiskey of UFC; The Oceanus Hibernicus, a unique
blend of Irish and Scottish malt whisk(e)y; and a number of other
exciting brands in development. The Catalyst Spirits team leverages
hundreds of years of in-depth industry know-how to develop
impactful brands and bring them to market with pace, building them
with exceptional marketing, retail, ecommerce and distributor
support. Catalyst Spirits is a remote-work company with team
members spread across North
America and Europe. For
more information on Catalyst Spirits, visit
http://www.catalyst-spirits.com and for Howler Head visit
http://www.howlerhead.com.
ABOUT CAMPARI GROUP
Campari Group is a major player in the global spirits industry,
with a portfolio of over 50 premium and super premium brands,
spreading across Global, Regional and Local priorities.
Global Priorities, the Group's key focus, include Aperol,
Appleton Estate, Campari, SKYY, Wild Turkey and Grand Marnier.
The Group was founded in 1860 and today is the sixth-largest
player worldwide in the premium spirits industry. It has a global
distribution reach, trading in over 190 nations around the world
with leading positions in Europe
and the Americas.
The Group's growth strategy aims to combine organic growth
through strong brand building and external growth via selective
acquisitions of brands and businesses.
Headquartered in Sesto San Giovanni,
Italy, Campari Group owns 23
plants worldwide and has its own distribution network in 23
countries. The Group employs approximately 4,000 people.
The shares of the parent company, Davide Campari-Milano N.V.
(Reuters CPRI.MI - Bloomberg CPR IM), have been listed on the
Italian Stock Exchange since 2001.
Media Contact
Customer Service, Catalyst Spirits, 1 415-710-0245,
info@catalyst-spirits.com
SOURCE Catalyst Spirits