The truth is, UFC President Dana White is just a fan of the flavored whiskey. Many people assume that Dana White, UFC President, owns the flavored whiskey brand because he constantly promotes it on his social media. Steve Lipp, an entrepreneur, founded the brand and partnered with UFC with the help of Tyson Fury’s manager, the famous English promoter Frank Warren. This corporation is one of the largest private-label premium spirits suppliers in the United States, spearheaded by Jason Wooler. In return, the whiskey gets a branded presence at all UFC fight night events and in-venue and onsite fan activations. The partnership with the combat sports company under a new sponsorship category had led the flavored whiskey to quickly become one of the best-selling whiskey brands. Wooler has over 25 years of experience in the beverage industry, with a history of working for Jim Beam and Southern Wine and Spirits. Meanwhile, Wooler’s company, Wooler Brands, Inc., aims to help small, emerging brands in navigating the US market. He eventually created his own label, Alexander Murray & Co. 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. The Howler Head Kentucky Straight Bourbon Whiskey brand is owned by Steve Lipp, a whiskey entrepreneur, and Jason Wooler, CFO of Wooler Brands, Inc. The partnership with the brand was first launched in 2021. The label is UFC’s official whiskey partner.ĭespite UFC President Dana White consistently promoting the brand during interviews and on his social media, he doesn’t own the brand, as many people assumed.Īccording to Wooler, they are excited to partner with Dana White and UFC, one of the world’s greatest marketing and brand-building entities globally.ĭana’s authenticity and personality aligned perfectly with Howler Head’s brand DNA, making them perfect partners. In connection with the transaction, Latham & Watkins LLP acted as legal advisor to UFC, Pillsbury Winthrop Shaw Pittman LLP acted as legal advisor to Catalyst Spirits and Wilk Auslander LLP acted as legal advisor to Campari Group.Howler Head is owned by Steve Lipp, a whiskey entrepreneur, and Jason Wooler, Chief Executive Officer of Wooler Brands, Inc. for the suggested retail price of $29.99 per 750-ml. After, the bourbon is blended with natural banana flavor. This ages for two years in American white oak barrels with a #4 alligator char in traditional wood rick houses. Howler Head starts with bourbon made at Green River Distilling Co. The call option valuations imply compelling growth of Howler Head case sales and revenue at each stage of the transaction in the future. and internationally.”Ĭampari Group agreed to pay $15 million in cash in the first stage of path to total ownership.Ĭampari Group can acquire 100% of Howler Head through customary call options based on the future brand results achievements, which can be exercised starting from 2025. “In our second full year in market, we are witnessing incredible demand for this product and see endless opportunity for growth as we maximize Campari’s established route-to-market expertise, including its vast sales organization and distributor relationships, both in the U.S. “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 U.S., Canada and the U.K.,” says Simon Hunt, CEO of Catalyst Spirits.
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