Howler Head Whiskey is a popular brand of whiskey that has gained a lot of attention in recent years. The brand is known for its unique banana flavor, which has been a hit among whiskey lovers. However, many people are curious about the ownership of this brand.

photo credit: howlerhead.com

Who Owns Howler Head Whiskey

Current Ownership

Howler Head Whiskey is owned by Steve Lipp, Jason Wooler, and the Campari Group, according to Beyond the Dram. Steve Lipp is a whiskey entrepreneur, while Jason Wooler is the Chief Executive of Wooler Brands. The Campari Group acquired an initial 15% interest in Howler Head Kentucky Straight Bourbon Whiskey with Natural Banana Flavor in 2022, with a medium-term route to total ownership and exclusive global distribution rights, according to Beverage Dynamics.

Howler Head Whiskey is the official partner of the UFC. The brand has expanded its availability to 45 states across the U.S. and the United Arab Emirates since its launch in 2020, according to Essentially Sports.

Initial Ownership

It is not clear who owned Howler Head Whiskey when the brand was initially launched in 2020. However, UFC President and Howler Head Banana Bourbon Co-founder Dana White announced the expansion of the popular flavored whiskey brand into Canada and the U.K. in 2023.

Howler Head Whiskey is owned by Steve Lipp, Jason Wooler, and the Campari Group, with the Campari Group acquiring an initial 15% interest in 2022. The initial ownership of the brand is unclear. Howler Head Whiskey is the official partner of the UFC and has expanded its availability since its launch in 2020.

History of Howler Head Whiskey

Founding

Howler Head Whiskey was founded in 2019 by Steve Lipp and Jason Wooler, CEO of Wooler Brands, Inc. The North American whiskey brand was created with the intention of bringing a new, unique flavor to the whiskey market. Howler Head Whiskey is made with real Kentucky Straight Bourbon Whiskey aged for two years in American oak barrels toasted with an aggressive #4 alligator char. It is then blended with natural banana flavor for a smooth, kick of bananarama goodness.

The brand gained popularity quickly, thanks in part to its partnership with the UFC. In April of 2021, UFC president Dana White announced Howler Head Whiskey as the official flavored whiskey partner of the UFC. This multi-year global partnership has helped to increase the brand’s exposure and reach a wider audience.

Brand Evolution

Since its founding, Howler Head Whiskey has continued to evolve and expand its product line. The brand now offers a variety of flavored whiskies, including a cinnamon-infused whiskey and a peach-infused whiskey. In addition to its flavored whiskies, Howler Head also offers a straight bourbon whiskey, which is aged for four years and bottled at 90 proof.

Howler Head Whiskey has also continued to expand its partnerships and collaborations. In addition to its partnership with the UFC, the brand has collaborated with a number of other organizations, including the National Hockey League and the band Metallica.

Howler Head Whiskey has quickly established itself as a unique and innovative brand in the whiskey market. With its distinctive banana flavor and growing product line, it is poised to continue its success in the years to come.

Brand Details

Product Line

Howler Head Whiskey is a flavored whiskey brand that produces only one type of whiskey – Kentucky Straight Bourbon Whiskey. The brand’s signature product is made with real Kentucky Straight Bourbon Whiskey aged for two years in American oak barrels toasted with an aggressive #4 alligator char. It is then blended with natural banana flavor for a smooth, kick of bananarama goodness.

Brand Philosophy

The brand’s philosophy revolves around creating a unique and enjoyable drinking experience. Howler Head Whiskey aims to provide a smooth, flavorful, and high-quality drinking experience to its customers. The brand is known for its unconventional approach to whiskey, which is evident in its unique banana flavor.

The brand’s partnership with UFC President Dana White has also helped to cement its philosophy. The partnership has allowed the brand to reach a wider audience and showcase its unique flavor to a new demographic.

In terms of ownership, Howler Head Whiskey is owned by Steve Lipp, a whiskey entrepreneur, and Jason Wooler, CFO of Wooler Brands, Inc. Steve Lipp is a Scotsman whose brother-in-law’s father was in the distillery business and urged him to invest in a Scotch whisky company. He eventually created his own label, Alexander Murray & Co.

Market Presence

Howler Head whiskey is a popular brand in the spirits industry, known for its unique blend of Kentucky straight bourbon whiskey with natural banana flavor. The brand has gained a considerable market presence both domestically and internationally, making it a strong player in the market.

In the United States, Howler Head has established a strong presence in the bourbon whiskey market. According to Beverage Dynamics, the brand has seen significant growth in recent years, with a reported 7.2% compound annual growth rate (CAGR) from 2022 to 2021. The flavored spirits market is also estimated to continue growing, with an expected 6.2% share of the total spirits market by 2027.

Howler Head has also gained recognition in the sports industry, with tie-ups with the Ultimate Fighting Championship (UFC). The brand is the official flavored whiskey partner of the UFC, with the announcement made by UFC President Dana White in April 2023.

Howler Head has expanded its global distribution with the help of Campari Group, which acquired an initial 15% interest in the brand in 2022. The deal includes a medium-term route to total ownership and exclusive global distribution rights. As a result, Howler Head is now available in various international markets, with Mexico being the latest addition.

Howler Head currently has a 5.3% share of the total spirits market in Mexico. The brand’s expansion into the country is expected to further increase its market presence in the region.

Frequently Asked Questions

Where can I buy Howler Head Whiskey?

Howler Head Whiskey is available for purchase at various liquor stores and online retailers. Some popular online retailers that carry Howler Head Whiskey include Drizly, ReserveBar, and Total Wine & More. It is recommended to check with your local liquor store or search online to find a store that carries Howler Head Whiskey near you.

What is the sugar content of Howler Head Whiskey?

The sugar content of Howler Head Whiskey is not disclosed by the company. However, it is important to note that all whiskey contains a small amount of residual sugar from the grains used in the distillation process. It is also important to drink alcohol in moderation and be mindful of added sugars from mixers or other ingredients.

What are the reviews for Howler Head Whiskey?

Howler Head Whiskey has received mixed reviews from consumers and critics. Some praise the unique banana flavor and smooth finish, while others find it too sweet or artificial tasting. It is recommended to read reviews and try a sample before purchasing a full bottle to determine if it is to your liking.

Who is Steve Lipp and his association with Howler Head?

Steve Lipp is a whiskey entrepreneur and co-owner of Howler Head Whiskey. He has over 25 years of experience in the beverage industry and has worked with various brands such as Jack Daniel’s and Southern Comfort. Lipp is also the founder and CEO of Catalyst Spirits, a company that specializes in developing and marketing innovative spirits.

What is the ownership structure of Howler Head Whiskey?

Howler Head Whiskey is owned by Steve Lipp and Jason Wooler, CEO of Wooler Brands, Inc. In 2022, Campari Group acquired a 15% stake in Howler Head Whiskey with a medium-term route to total ownership and exclusive global distribution rights.

Is Conor McGregor associated with Howler Head Whiskey?

While Conor McGregor has been associated with whiskey through his brand Proper No. Twelve, he is not currently associated with Howler Head Whiskey. Howler Head Whiskey is the official whiskey partner of the UFC, but McGregor is not affiliated with the company or its ownership structure.

Conclusion

Howler Head Whiskey is owned by Steve Lipp and Jason Wooler, the Chief Executive Officer of Wooler Brands, Inc. The brand gained popularity for its unique marketing approach and distinctive flavor profile.

Howler Head Whiskey is produced in the United States, specifically in Kentucky. It is UFC’s official whiskey partner and has tie-ups with Conor McGregor.

Recently, Campari Group acquired an initial 15% interest in Howler Head Kentucky Straight Bourbon Whiskey with Natural Banana Flavor. The deal includes a medium-term route to total ownership and to obtain exclusive global distribution rights.

Howler Head Whiskey has made a significant impact in the whiskey industry with its unique branding and flavor profile. Its partnership with UFC and Conor McGregor has helped increase its popularity, making it a top choice for whiskey enthusiasts.

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