This follows Campari Group’s Aug. 24 announcement that it had acquired an initial 15% interest in Howler Head Kentucky Straight Bourbon Whiskey with Natural Banana Flavor with a medium-term route to total ownership, and concomitantly to obtain exclusive global distribution rights.

Catalyst Spirits is a new global spirits incubator company helmed by industry veteran Simon Hunt focused on leveraging the new economy and the company’s extensive experience to build and rapidly grow premium brands. Beyond Howler Head - the official flavoured bourbon whiskey of UFC - the company’s spirits portfolio includes The Oceanus Hibernicus, a unique blend of Irish and Scotch malt whisk(e)y, as well as a number of other exciting brands in development.

In its first full year of operations, Howler Head has sold over 50,000 9L cases, and generated overall net sales of $6.7 million in accordance with local GAAP.