(Image Source: Howler Head)

Italy's Campari Group has caught the Bourbon heat for Howler Head's flavored Bourbon, agreeing to purchase 15% stake in the Bourbon brand for US$15 million.

Howler Head is known for its popular banana-flavored Bourbon, one of the fastest growing in the US, having only been launched nationally in 2021, closing more than 50,000 nine-litre cases in sales for its first full year, with net sales of US$6.7 million. Currently, the brand is attempting to penetrate the UK market. It is also the official flavored whisky partner of the popular Ultimate Fighting Championship (UFC).

(Image Source: Lost Cargo)

The Bourbon is currently made at Green River Distilling Co, with the use of proprietary yeast, grains and mineral-rich water that is filtered through Kentucky limestone, after which is it aged for two years in American white oak barrels with alligator-grade charring and finally blended with "natural" banana flavor. It is bottled at 40% ABV and retails for US$29.99 per 750ml bottle.

(Image Source: Campari Group)

“Campari Group has a proven track record for building global brands that consumers truly love and we can think of no better partner as we expand distribution of Howler Head around the world, as well as tap into the vast potential that remains in our existing markets of the US, Canada and the UK,

In our second full year in market, we are witnessing incredible demand for this product and see endless opportunity for growth as we maximise Campari’s established route-to-market expertise, including its vast sales organisation and distributor relationships, both in the US and internationally.”

- Simon Hunt, CEO of Catalyst Spirits

Campari's purchase comes from previous owner Catalyst Spirits and allows Campari Group to take over global distribution rights and potentially full ownership of the company in 2025, if key sales milestones are fulfilled.

Kanpai!

@111hotpot