Who Owns Howler Head Whiskey? Exploring the Bourbon Behind the Buzz
Howler Head Whiskey is currently owned by Campari Group, a global spirits giant that acquired the brand in late 2021. Before that, it was a collaborative effort between Catalyst Spirits and Wooler Brands.
The Rise of Flavored Bourbon: Howler Head’s Story
Howler Head represents a significant trend in the whiskey market: flavored bourbon. While traditional bourbon purists might scoff, flavored iterations are rapidly gaining popularity, attracting a younger demographic and broadening the appeal of whiskey. Howler Head, specifically, differentiates itself by being a Kentucky Straight Bourbon, giving it a foundation of quality and authenticity often lacking in other flavored spirits. Its unique banana flavor is a bold move, but one that has clearly resonated with a specific audience.
Catalyst Spirits and Wooler Brands: The Pre-Campari Days
Before the acquisition by Campari Group, Howler Head was a joint venture between two key players:
- Catalyst Spirits: This company focuses on incubating and developing innovative spirits brands. They played a crucial role in the early conceptualization and launch of Howler Head.
- Wooler Brands: Known for its expertise in brand building and marketing, Wooler Brands helped shape the Howler Head brand identity and go-to-market strategy. Their background in consumer products was instrumental in crafting a compelling brand story.
This initial partnership was crucial in navigating the complexities of the spirits industry, from production and distribution to marketing and brand building. Their collaboration laid the groundwork for the brand’s future success and eventual acquisition.
Campari Group: The Current Custodian
Campari Group’s acquisition of Howler Head marked a significant turning point for the brand. Campari Group is a global beverage giant with a diverse portfolio including Aperol, Campari, Skyy Vodka, and Wild Turkey Bourbon. Their established distribution network and marketing resources provide Howler Head with unparalleled opportunities for growth and expansion on a global scale. This acquisition aligns with Campari Group’s strategy of acquiring brands that appeal to younger consumers and fit into the flavored spirits category. The significant investment by a company of Campari’s size underscores the potential they see in the Howler Head brand.
Why Banana? The Flavor Profile and Target Audience
Howler Head’s distinctive banana flavor is no accident. It’s a calculated risk designed to appeal to a specific segment of the market: younger consumers, particularly those interested in mixed drinks and cocktails. The banana flavor adds a layer of complexity and sweetness to the bourbon, making it more accessible to those who may find traditional bourbon too strong or harsh.
This flavor profile works well in cocktails, lending itself to inventive combinations and variations on classic recipes. It’s also a strategic move to differentiate Howler Head from the crowded field of bourbons, allowing it to stand out on shelves and in bars.
The Future of Howler Head Under Campari Group
Under Campari Group’s ownership, Howler Head is poised for significant growth. The company’s global distribution network and marketing prowess will enable the brand to reach new markets and consumers. We can expect to see increased marketing campaigns, wider availability, and possibly even new flavor variations in the future. The brand’s success will depend on its ability to maintain its unique identity and appeal to its target audience while leveraging the resources and expertise of its parent company. Campari’s track record suggests that they will invest heavily in further developing Howler Head’s position within the flavored bourbon sector.
Frequently Asked Questions (FAQs)
Who initially created the Howler Head concept?
The initial concept for Howler Head was born out of a collaboration between Catalyst Spirits and Wooler Brands. They identified a gap in the market for a flavored bourbon that was both high-quality and appealing to a younger audience.
When did Campari Group officially acquire Howler Head?
Campari Group officially acquired Howler Head in November 2021, solidifying its position in the flavored whiskey market.
Is Howler Head actually bourbon, or just a whiskey liqueur?
Yes, Howler Head is a Kentucky Straight Bourbon Whiskey, meaning it adheres to strict regulations regarding its production, including being aged in new, charred oak barrels. The banana flavor is added after the distillation and aging process.
Where is Howler Head produced?
Howler Head is distilled in Kentucky, adhering to the regulations required for Kentucky Straight Bourbon, ensuring its authenticity.
What is the alcohol content of Howler Head?
Howler Head has an alcohol content of 40% ABV (alcohol by volume), or 80 proof, which is a standard for bourbon whiskeys.
Why banana flavor specifically? What was the inspiration?
The banana flavor was chosen for its unique and approachable profile. The inspiration was to create a bourbon that was both familiar and exciting, appealing to a broader range of consumers.
Has the flavor changed since Campari Group took over?
While the core flavor profile remains consistent, Campari Group may subtly adjust aspects of the production process over time to optimize the final product. However, the fundamental banana flavor has been maintained.
Where can I buy Howler Head?
Howler Head is available at most major liquor retailers and bars across the United States and internationally, with distribution expanding under Campari Group. Check online retailers as well for delivery options.
Does Campari Group plan to release other flavored whiskies?
While Campari Group hasn’t announced specific plans, their acquisition of Howler Head suggests they are interested in expanding their portfolio of flavored spirits, so further whiskey offerings are plausible.
Is Howler Head associated with the UFC in any way?
Yes, Howler Head is a proud partner of UFC (Ultimate Fighting Championship). This partnership has significantly boosted the brand’s visibility among a key demographic.
What other brands does Campari Group own?
Campari Group’s impressive portfolio includes well-known brands such as Aperol, Campari, Skyy Vodka, Wild Turkey Bourbon, Grand Marnier, and many more.
Will the price of Howler Head change now that it’s owned by Campari Group?
While pricing strategies can fluctuate, Campari Group’s acquisition might eventually lead to more competitive pricing due to economies of scale and optimized distribution. However, significant price increases are unlikely.