Campari Group has commenced its pre-confirmed brand consolidation strategy with banana-flavoured bourbon Howler Head moving to Infinium Spirits.
Barely 30 months after purchasing a 15% stake in the brand, the Milan-headquartered group has offloaded its holding as Howler Head changes hands this week for an undisclosed price. San Diego-based Infinium, which is owned by Young’s Holdings, has committed to “invest in strategic marketing campaigns, expanded distribution channels and exciting new innovations to ensure the brand’s continued growth and global recognition”.
The US company owns the Templeton American whiskey brand and represents Corralejo tequila in the country and previously handled Skrewball Peanut Butter Whiskey prior to its majority-holding purchase by Pernod Ricard in 2023.
Speaking to Global Drinks Intel this month, newly-appointed CEO Simon Hunt, who moved across to Campari through its stake purchase – again of 15% – in Howler Head owner Catalyst Spirits in 2022, underlined the company’s approach to its non-core brands. “We’ve got to continue to deleverage,” he said. “Once we’re in a position and we go through that, we then look at our portfolio strategy, which is being done now.
“I’m leaning more towards disposing of brands than acquiring at this stage, because we have so much potential with the portfolio we already have.”
Infinium president Jan Tharp, who assumed the role two years ago, said today: “Howler Head embodies the innovative spirit that Infinium represents, and we’re eager to take this incredible brand to new heights, both in the US and around the world.”
