Campari Group and Catalyst Spirits announce 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. Campari Group controls a 15% interest in the popular Catalyst Spirits brand, also available in the United States, Canada and the U.K.
Whiskey sales worldwide have spiked recently, largely driven by flavored whiskies. According to Future Market Insights, the global flavored whiskey market was expected to reach a value of US$27 billion by 2022, 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 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 allow consumers to meet and greet some of the greatest athletes in the world during the week of February 6th at UFC 284 in Perth.”