![]() ![]() Since the beginning of 2022, Howler Head has expanded its operations in the US and Canada, while also entering the UK, and is set for further international expansion.Ĭampari Group’s 15% stake can be raised to 100% through customary call options based on the future brand results, but can only be exercised from 2025. In its first full year of operations, Howler Head sold over 50,000 nine-litre cases, generating net sales of $6.7 million. These markets could therefore be targets for the distribution of a new bourbon in the portfolio. Other than the US, Australia was up by 8.% while South Korea soared with “strong triple-digit growth” according to Campari Group. In the first half of 2022, Wild Turkey achieved global growth of 28%. Growth in the US was 7.1% during the period but Campari’s existing bourbon, Wild Turkey, easily outpaced that at 26%, indicating that the timing could be perfect for Howler Head to come aboard. The Americas is already the biggest region for Campari Group’s sales, with a 27% share in the first half of 2022, well head of home market Italy’s 19%. ![]() The bourbon, having only launched in 2021 in the US, still has distribution potential there, plus the existing markets of Canada and the UK. Simon Hunt, CEO of Catalyst Spirits, commented: “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.”Ĭampari Group – whose brands include the hugely successful Aperol, Campari and SKYY Vodka – has a track record for building global brands and Catalyst hopes that will also be true for Howler Head. Howler Head typically retails in the US for $29.99 for a 750ml bottle, making it an accessible proposition to Gen X drinkers.Ī distinctive brand joins the Campari Group stable. ![]() It has established a unique brand personality and, through its deep relationship with UFC, has a huge on-tap worldwide fanbase ready to enjoy this fantastic bourbon.” Bourbon is a top choice for Gen Z drinkersĪccording to America’s biggest online drinks platform, Drizly, Generation X alcohol shoppers (those born between 19) are more likely to choose a bourbon than any other hard spirit. The group’s CEO, Bob Kunze-Concewitz, said in a statement: “Bourbon whisky serves as one of our global priority pillars and Howler Head is an ideal fit for us. It is also the official flavoured whisky partner of UFC (Ultimate Fighting Championship) with distribution in Canada, and, most recently, the UK market.īourbon is a growth segment in the spirits business and Campari Group has been keen to make its mark there, having already got the Wild Turkey brand as part of its portfolio. Howler Head, a Kentucky bourbon with natural banana flavour, has become one of the fastest-growing whisky brands in the United States.
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