Howler Head Bourbon Extends Global Partnership With the UFC, Propelling It Into 975 Million Viewership Households

Dana White's Howler Head Banana Bourbon is doubling down on its partnership with the UFC through a new global partnership and retooled advertising. Two months after debuting a line of Banana Bourbon and cola pre-mixed cocktails, the spirits brand has resigned as the Official Flavored Whiskey of the UFC, a distinction it first inked in 2021. The continued partnership will be commemorated with placement at upcoming pay-per-view events, social media promo and a brand ambassador program that will feature yet-announced UFC fighters. Past ambassadors have included Sean O’Malley, Joanna Jedrzejczyk, Rob Whittaker and Charles Oliveira. Reportedly one of the fastest-growing whiskey brands in the world, Howler Head begins life as Kentucky straight bourbon aged two years in American white oak barrels. It's then mixed with all-natural banana flavoring, imparting its signature syrup sweet fruit flavor. Despite White's much-discussed connection to the brand, he is technically a partner, not a founder of the flavored whiskey. Howler Head was created by entrepreneur Steve Lipp and Catalyst Spirits in 2020, since adding Campari Group as a minority stake investor.

The UFC Booze Empire

The UFC has raked in an extensive roster of high-profile alcohol sponsors inside and outside of the Octagon. In addition to Howler Head, the MMA organization has signed brand deals with Monaco RTD cocktails, Jose Cuervo, New Amsterdam Vodka, Nemiroff Vodka and recently, 19 Crimes Wine. The UFC also has a historied relationship with official partner Bud Light, for which Dana White appeared in a Super Bowl LVIII ad . Following a highly-publicized boycott spurred by a partnership with trans influencer Dylan Mulvaney, the beer brand signed a nine-figure exclusivity deal with the UFC at the end of 2023. According to CNBC, White was also behind Trump's recent endorsement of the blue-and-white beer imprint (though it's worth mentioning that Trump owns up to $5 million in Anheuser-Busch stock as of last year). Last but not least, the UFC counts Conor McGregor's Proper No. 12 as its Official Whiskey brand — not to be confused with Howler Head, its Official Flavored Whiskey. [botmc-promo]