Howler Head’s highly anticipated national on and off premise launch is finally here. The official flavoured bourbon of the UFC is set to build on global sales momentum as its Australia-wide roll out takes place just in time for UFC 293, taking place in Sydney this September.

Launched in the US in 2021, Howler Head sold 70,000 9L cases by the end of 2022 and has quickly become one of the fastest-growing whiskey brands in the United States, with sales now reaching 120,000 9L cases MAT.

“In addition to being an exceptionally high-quality liquid, in line with flavoured whiskey trends, Howler Head has established a clear unique brand personality and, through its deep relationship with UFC, we believe it will be a hit in Australia,” says Paolo Marinoni, Marketing Director of Campari Australia.

Campari Group are Australia’s distributors of Howler Head® Whiskey – the original banana-flavoured premium bourbon whiskey.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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