Campari Group to acquire majority stake in Howler Head bourbon

Campari Group is set to deepen its footprint in American whiskey, announcing that it will acquire an initial 80% stake in Howler Head, the banana-flavored Kentucky straight bourbon brand fronted by UFC president Dana White. The deal, valued at approximately $166 million, gives Campari operational control with a clear path to full ownership, and positions Howler Head as a global priority brand within the group’s portfolio. This is another clear signal that flavored whiskey, and celebrity-adjacent brands with strong entertainment hooks, are not a sideshow but a growth engine. Campari already owns Wild Turkey and Russell’s Reserve, and Howler Head gives them a high-velocity, flavored play aimed squarely at younger legal-age drinkers and sports-led occasions. For bars, the move validates the category and suggests we will see expanded distribution, more promotional support, and likely a push into RTDs and cross-promotions tied to UFC and live-sports viewing. What to watch: how aggressively Campari leans into on-premise programming around Howler Head in key metro markets, and whether other major suppliers follow suit with similarly bold flavored whiskey acquisitions rather than building in-house. The integration roadmap and any announced innovation offshoots will be key signals for how much runway suppliers believe is left in the flavored whiskey wave.

Sources: - The Spirits Business: https://www.thespiritsbusiness.com/2026/07/campari-to-acquire-majority-stake-in-howler-head-bourbon/ - Reuters: https://www.reuters.com/markets/deals/campari-buy-majority-stake-howler-head-bourbon-2026-07-03/