UFC, the mixed martial arts organization, and Catalyst Spirits’ Howler Head, the banana-flavored Kentucky Straight Bourbon Whiskey, announced an extension of their global partnership with Howler Head continuing as the Official Flavored Whiskey of UFC.

The renewal builds upon the relationship the two originally formed in 2021. The bourbon brand most recently executed a brand launch in Australia, engaging consumers with UFC-focused activations and ambassadors, gaining country-wide distribution in the burgeoning local bourbon market.

Originally launched in the U.S., Howler Head is also available in Canada, the U.K., Brazil and Mexico and is managed by Catalyst Spirits with Campari Group holding a minority interest.

As UFC’sOfficial Flavored Whiskey Partner, the brand will continue to receive prominent placement within the broadcasts of some of UFC’s biggest events including select Pay Per Views, providing Howler Head global visibility within an estimated 975 million TV households that receive UFC’s broadcasts. The brand will also be highly visible across the social media accounts of UFC and Dana White, President and CEO of UFC and Co-Founder of Howler Head, engaging a potential worldwide audience of hundreds of millions of consumers.

In addition, the renewal includes an annual Brand Ambassador program that will bring the partnership to life through appearances, content, and creative campaigns with UFC athletes. Past Howler Head marketing campaigns have featured a number of UFC’s premier fighters, including Sean O’Malley, Joanna Jedrzejczyk, Rob Whittaker, Charles Oliveira, Alex Volkanovski, and Charles Jourdain.

Howler Head is a UFC fan favorite and was awarded a Gold Medal at the prestigious 2023 San Francisco World Spirits Competition. In addition, the brand earned a Double Gold Medal at the 2023 SIP Awards in its first time entering the global competition.

The product starts with 80-proof Kentucky Straight Bourbon. The bourbon is then aged for at least two years in American white oak barrels with a #4 “alligator” char in traditional wood rick houses. Following the aging, the fine bourbon is then blended with all-natural banana flavor. Howler Head retails in the U.S. for $29.99 SRP for a 750ml.

The two partners will next activate the partnership at UF 302: MAKHACHEV vs. POIRIER, which takes place Saturday, June 1, at Prudential Center in Newark, New Jersey. The event will feature a card headlined by UFC lightweight champion Islam Makhachev defending his title against No. 4 ranked contender Dustin Poirier. Also, an action-packed five-round co-main event will see No. 1 middleweight contender Sean Strickland square off with No. 7 ranked Paulo Costa.

More information on Howler Head can be found at www.howlerhead.com.