It is hilariously labeled as Howler Head “Monkey Spirit,” which makes it sound like it’s either liquor intended for monkeys, or something distilled from fermented apes. This bottle, which recently arrived unbidden to my door, is a masterpiece of tastelessness on a visual front–a screaming monkey with sunglasses, looking like a bored ape NFT procreated with a bottle of Fireball. And who knows, maybe it will even get there. Folks are guzzling flamboyantly flavored booze on a daily basis, and Howler Head seemingly hopes to find itself in the same arena as the likes of Fireball. If that were true, a product like banana-flavored whiskey Howler Head wouldn’t have a big-time sponsorship as “the official flavored whiskey of the UFC,” as absurd as that sounds. It’s not surprising that these products don’t really fall onto our radar our arena is more about nuance, subtlety or exceedingly bold flavors that are achieved through a rather more artisanal process than a bottle of “natural flavor.” And yet, there’s no denying the massive market for flavored vodka or whiskey that has always existed–millions of people are buying these spirits, and they’re not all just college kids, despite what the stereotypes might say. CLICK HERE.Spirits writers like myself tend to ignore the entirety of the flavored spirits market, strolling past aisle after aisle of cartoonishly flavored vodkas, rums and whiskeys each and every time we enter a package store. GET YOUR FIRST LOOK AT 2023 PROJECTIONS FOR THE WINE AND SPIRITS INDUSTRIES. Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning. and Canada markets, which also boast large UFC audiences. “With the experienced team of Catalyst Spirits now working with them, we can effectively leverage all the opportunities that exist at pace, particularly positioning Howler Head as a digital-first brand, to rapidly grow this very special Bourbon across the extensive UFC markets globally.” Indeed, in addition to the U.S., Howler Head is now moving into the U.K. “Few brands come out of the gate with the consumer reach and loyal fanbase of 688 million people, so it is easy to understand why we were so interested in partnering with Dana and the team at UFC on Howler Head,” Hunt, CEO of Catalyst Spirits, told SND. Howler Head is a partnership between White, UFC, and Hunt’s new Catalyst Spirits company. “With UFC’s global fanbase of nearly 700 million in more than 170 countries, this is just the beginning,” said White. The brand has amassed more than 142,000 followers on social media and is featured across UFC platforms during live event broadcasts and on social media channels, reaching nearly 198 million people globally. Howler Head has leveraged exposure as the official flavored whiskey partner of UFC to seed growth. The brand is off to a fast start, reaching 55,000 9-liter cases in its first year, with pronounced growth across markets including California, Florida, Michigan, and New York as well as control states. Retailing at $30 a bottle, it’s recommended as a shot, an accompaniment to beer or hard seltzer, or for use in cocktails. Howler Head, an 80-proof whiskey that sources its Bourbon from Green River Distilling in Owensboro, Kentucky, is blended with natural banana flavor. Industry veteran Simon Hunt, formerly chief executive of William Grant & Sons, has partnered with Dana White, president of mixed martial arts league UFC, on the Howler Head Banana Bourbon brand. Simon Hunt Partners With UFC’s Dana White On Howler Head Banana Bourbon May 26, 2022
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