Banana-flavoured Bourbon Howler Head is in the process of adding two more markets to its footprint.
The American whiskey, which is minority-owned by Campari Group, is set to roll out to Australia and Brazil from this week. Parent company Catalyst Spirits, which is also part-owned by Campari, is leveraging Howler Head’s ‘official flavored Bourbon’ status with mixed martial arts organiser the Ultimate Fighting Championship in both countries.
“The launches coincide with ‘UFC 283: Teixeira vs Hill’ in Rio de Janeiro [on 22 January] and ‘UFC 284: Makhachev vs. Volkanovski’ in Perth [on 12 February],” the brand owner said today.
When contacted by Global Drinks Intel, a spokesperson confirmed the SRPs of Howler Head as being AUD65 [US$45] and BRL149.90 [US$29] in its new markets. The brand retails for US$29.99 per 75cl bottle in the US.
Campari’s relationship started in August when the multinational spent $15m on a 15% holding in Howler Head. Fast forward two months and the Milan-headquartered group purchased the same sized stake in Catalyst, although the fee was not disclosed.
