Infinium Spirits has bought Howler Head the iconic Kentucky Straight Bourbon Whiskey with natural banana flavour, from Monkey Spirit, with plans to further develop the brand’s global reach.
Infinium is a sales, marketing and distribution company for premium spirits, said its purchase of Howler Head was a “landmark acquisition” that represents a strategic milestone in its journey to build a world-class portfolio of premium spirits brands.
“We are excited to welcome Howler Head to the Infinium family,” said Jan Tharp, President of Infinium Spirits.
“Howler Head embodies the innovative spirit that Infinium represents, and we’re eager to take this incredible brand to new heights, both in the United States and around the world.”
In 2022 Campari paid US$15m for a 15 per cent interest in Howler Head in 2022, and said that purchase was the first stage of its path to total ownership. Campari has so far not issued any statement on the deal, suggesting it has kept its 15 per cent share.
At the time Campari said: “Campari Group can acquire 100 per cent of Howler Head through customary call options based on the future brand results achievements, which can be exercised starting from 2025. The call option valuations imply compelling growth of Howler Head case sales and revenue at each stage of the transaction in the future.”
Infinium described its acquisition as a “pivotal moment” for the business as it continues to expand its footprint in over 75 countries.
Its statement said: “With this addition, the company is uniquely positioned to strengthen its portfolio and deliver on its commitment to bring best-in-class, consumer-led brands to market.”
The Shout has reached out to Campari and Infinium Spirits to confirm if the acquisition includes Campari’s 15 per cent holding in Howler Head.