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Howler Head Bourbon expands reach to 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.
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).
Discussing 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. When matched with the unrivaled global appeal of UFC, we have a winning formula for rapid international expansion.”
The launches coincide with UFC 283: Teixiera vs. Hill in Rio de Janeiro and UFC 284: Makhachev vs. Volkanovski in Perth.
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.
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.”
For the introduction in Australia, the company enlisted UFC featherweight champion Alexander Volkanovski who is also fighting in the title fight at UFC 284.
Campari 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. Along with Alexander Volkanovski, we will also be engaging additional fighters to endorse the brand in Australia.”
As 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.
Campari Group currently controls a 15% interest in the Catalyst Spirits brand, which is also available in the US, Canada and the UK. The Howler Head brand first launched in the US in 2021 and 2022 saw it sell near to 70,000 nine litre cases.
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