Campari Group has announced the closing of an agreement with Catalyst Spirits to acquire a 15% interest in Howler Head Kentucky bourbon whiskey, with a route to total ownership and exclusive distribution rights.
Howler Head is available in the US, Canada and recently expanded to the UK. The brand’s premium whiskey is aged for two years in oak barrels, and then blended with natural banana flavour.
Campari has initially agreed to pay $15 million in cash for a 15% interest in the brand. The group will have the option to buy 100% of the brand – subject to future results – which can be exercised from 2025.
Bob Kunze-Concewitz, CEO of Campari Group, said: “With bourbon whiskey serving as one of our global priority brand pillars, Howler Head is an ideal fit for our portfolio. In addition to being an exceptionally high-quality liquid, Howler Head has established a clearly unique brand personality and, through its deep relationship with UFC, has a huge on-tap worldwide fanbase ready to enjoy this fantastic bourbon.”
Simon Hunt, CEO of Catalyst Spirits, added: “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”.
He continued: “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.”
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