![]() GET YOUR FIRST LOOK AT 2023 PROJECTIONS FOR THE WINE AND SPIRITS INDUSTRIES. Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning. and Canada markets, which also boast large UFC audiences. “With the experienced team of Catalyst Spirits now working with them, we can effectively leverage all the opportunities that exist at pace, particularly positioning Howler Head as a digital-first brand, to rapidly grow this very special Bourbon across the extensive UFC markets globally.” Indeed, in addition to the U.S., Howler Head is now moving into the U.K. Since its launch in early 2020, Howler Head has expanded its availability to 45 states in the United States, with +400 growth year-over-year, driven by a fantastic consumer response to the brand. “Few brands come out of the gate with the consumer reach and loyal fanbase of 688 million people, so it is easy to understand why we were so interested in partnering with Dana and the team at UFC on Howler Head,” Hunt, CEO of Catalyst Spirits, told SND. Howler Head is a partnership between White, UFC, and Hunt’s new Catalyst Spirits company. “With UFC’s global fanbase of nearly 700 million in more than 170 countries, this is just the beginning,” said White. The brand has amassed more than 142,000 followers on social media and is featured across UFC platforms during live event broadcasts and on social media channels, reaching nearly 198 million people globally. Howler Head has leveraged exposure as the official flavored whiskey partner of UFC to seed growth. The brand is off to a fast start, reaching 55,000 9-liter cases in its first year, with pronounced growth across markets including California, Florida, Michigan, and New York as well as control states. Retailing at $30 a bottle, it’s recommended as a shot, an accompaniment to beer or hard seltzer, or for use in cocktails. Howler Head, an 80-proof whiskey that sources its Bourbon from Green River Distilling in Owensboro, Kentucky, is blended with natural banana flavor. Industry veteran Simon Hunt, formerly chief executive of William Grant & Sons, has partnered with Dana White, president of mixed martial arts league UFC, on the Howler Head Banana Bourbon brand. Dana’s authenticity and personality aligns perfectly with Howler Head’s brand DNA and with UFC as a partner.Simon Hunt Partners With UFC’s Dana White On Howler Head Banana Bourbon May 26, 2022 ![]() Jason Wooler, Chief Executive Officer of Wooler Brands, said: “We are excited to be partnering with Dana White and UFC, one of the world’s greatest marketing and brand build entities globally. The banana bourbon sells for £29.99 70cl. Launched in 2020, Howler Head is available in 45 states across the US, United Arab Emirates, Canada, and in the UK exclusively through Master of Malt. The beverage is a blend of Kentucky Straight Bourbon Whiskey and banana flavouring (ABV 40%). We’ve not had an opportunity to try Howler Head yet, but colour us intrigued. “I fell in love with Howler Head during the pandemic,” says UFC president Dana White. ![]() Since its launch, it has become one of the best-selling whiskey brands in the United States and it aligns perfectly with our fan base.” ![]() “So, you can imagine how excited I am that these guys are coming on board as an official partner. “I fell in love with Howler Head during the pandemic and it is by far the best whiskey I’ve ever had,” says UFC President Dana White. In return, Howler Head gets a branded presence at all UFC events, along with in-venue and onsite fan activations at select Pay-Per-View and Fight Night events. Howler Head becomes UFC’s first-ever ‘Flavored Whiskey Partner’, creating a new sponsorship category for the combat sports company. Mixed martial arts goliath UFC has announced a new, multi-year global marketing partnership with Howler Head Whiskey, one of the fastest-growing flavoured whiskey brands in North America.
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