The UFC, the leading organization in mixed martial arts, and Catalyst Spirits’ Howler Head, renowned for its super premium banana-flavored Kentucky Straight Bourbon, have extended their global partnership.
Howler Head remains the Official Flavored Whiskey of UFC, building on a collaborative relationship that began in 2021 when Howler Head became the UFC's first-ever Official Flavored Whiskey Partner.
This partnership renewal follows Howler Head's rapid growth as one of the world's fastest-expanding whiskey brands, a success attributed to its unique banana flavor and effective utilization of UFC's widespread popularity and global reach.
Recently, Howler Head launched successfully in Australia, leveraging UFC-focused promotions and ambassador engagements to quickly achieve nationwide distribution in the local burgeoning bourbon market.
Available initially in the U.S., Howler Head has expanded into Canada, the U.K., Brazil, and Mexico, managed by Catalyst Spirits with a minority interest from Campari Group. As the Official Flavored Whiskey Partner, Howler Head secures prominent exposure during key UFC events, including select Pay-Per-View broadcasts, reaching an estimated 975 million TV households globally.
The brand also benefits from high visibility on UFC and Dana White's social media platforms, engaging with a global audience of hundreds of millions. The renewed partnership includes an annual Brand Ambassador program featuring UFC athletes, which enhances brand presence through creative campaigns and appearances.
Previous Howler Head campaigns have showcased top UFC fighters like Sean O’Malley, Joanna Jedrzejczyk, Rob Whittaker, Charles Oliveira, Alex Volkanovski, and Charles Jourdain. Known for its rich banana-flavored whiskey, Howler Head has won several awards, including a Gold Medal at the 2023 San Francisco World Spirits Competition and a Double Gold Medal at the 2023 SIP Awards.
Rated a "Best Buy" by Wine Enthusiast with a 95-point score—the highest for any flavored American whiskey—Howler Head is praised for its authentic banana aroma and sweet, easy-drinking nature. Starting with real 80-proof Kentucky Straight Bourbon, the whiskey is crafted with proprietary yeast and the finest grains, then aged for at least two years in American white oak barrels before being blended with all-natural banana flavor. Howler Head retails at $29.99 SRP for a 750ml bottle in the U.S.
The next major event showcasing this partnership, UFC 302: MAKHACHEV vs. POIRIER, will take place on June 1 at Prudential Center in Newark, New Jersey. The event will feature UFC lightweight champion Islam Makhachev defending his title against No. 4 contender Dustin Poirier, with a co-main event between top middleweight contenders Sean Strickland and Paulo Costa.