Campari Group and Catalyst Spirits announce Howler Head Bourbon – the official bourbon whiskey of UFC, the world’s premier mixed martial arts (MMA) organization, and the original super premium banana-flavored bourbon whiskey – is now available in Mexico. The launch coincides with UFC Fight Night: Grasso vs. Shevchenko 2 on September 16, which celebrates Mexican Independence Day. Campari Group has a 15% stake in the popular Catalyst Spirits brand, also available in Australia, Brazil, the United States, Canada, and the United Kingdom.
Howler Head starts with real, carefully crafted Kentucky Straight Bourbon Whiskey made with premium grains and mineral-rich water, aged for two years in charred American white oak barrels. Following the aging, the fine bourbon is blended with natural banana flavor to create its unique taste. It was awarded a Gold Medal at the prestigious 2023 San Francisco World Spirits Competition. At a full 80 proof, Howler Head is a step above other flavored spirits and whiskeys, typically 70 proof or even lower.
Jacopo Borsa, Managing Director of Campari Group in Mexico, shared his perspective on this expansion: “Mexico is quickly being recognized as a high-potential whiskey market, particularly when we look at the rapidly growing flavored segment. Having already established itself as one of the fastest-growing whiskeys in the U.S., flavored or unflavored, we are certain Howler Head will rocket to success in this important local market.”
According to IWSR Mexico, the flavored spirits market achieved a +10.3% Annual Growth in 2022 vs. 2021 and is expected to have a +4.1% CAGR growth in 2027 vs. 2021. The bourbon whiskey market achieved a +7.2% CAGR in 2022 vs 2021 and has an estimated CAGR of +2% in 2027 vs 2022. Also, by currently having a 5.3% share of the total spirits market in Mexico, the flavored spirits market is estimated to keep growing to have a 6.2% share by 2027.
Howler Head will be available across Mexico, including in all branches of the Twin Peaks restaurant chain, as well as wide points of retail such as Bodegas Alianza, La Playa and Vinos AmIrica, at a suggested retail price of $558 MXN.
