Official Partner of UFC to retail at Tesco, Amazon and Master of Malt, with more listings to follow
LONDON, OCTOBER 2022: The UK is set to go bananas with Howler Head, an Aged Kentucky Spirit with Banana Flavouring, expanding its footprint in the UK market this Autumn. Howler Head, a product from Catalyst Spirits, is an official partner of UFC, the world’s premier mixed martial arts organisation, and one of the fastest-growing brands in the world. The brand which recently launched into the UK has set its sights on rapid growth through grocery, on-trade and eCommerce, and is now available from the majority of larger Tesco stores and online, as well as on Amazon and Master of Malt, RRP £30.
“Howler Head is the best spirit I’ve ever had,” said UFC President Dana White. “It’s a bad ass drink that has quickly become one of the best-selling brands in the United States and it aligns perfectly with UFC’s fan base. There is nothing better than watching fights with Howler Head.”
Howler Head is the original banana-flavoured super-premium Kentucky spirit. Carefully crafted at Green River Distilling Co. with a proprietary yeast, the finest grains and mineral-rich water filtered through Kentucky limestone, it is distilled in a legendary 100-year-old Vendome all-copper column still. The resulting spirit is then aged for two years in American white oak barrels with a #4 “alligator” char in traditional wood rick houses. Following this process, the aged spirit is then blended with banana flavour.
At 80 proof, Kentucky’s influence really takes the spotlight, with a subtle sweet kick of banana on the finish. It can be enjoyed as a shot, with a beer/hard seltzer or as a flavourful enhancement to any classic whiskey cocktail.
Howler Head has amassed more than 170,000 followers on social media and is extensively featured across UFC platforms during live event broadcasts and on their social media channels reaching nearly 198 million people globally. Campari Group also recently acquired a 15% stake in the business for $15 million for global distribution rights, as well as the option of full ownership of the brand from 2025, depending on future sales performance.