Infinium Spirits acquires Howler Head whiskey
Fewer than three years after taking a minority stake in Howler Head Bourbon, Campari Group has sold the brand to Infinium Spirits.
The Wild Turkey owner purchased a 15% stake in the banana-flavoured Bourbon brand in August 2022 for US$15 million. Now, Infinium Spirits, a ‘global leader’ in the sales, marketing, and distribution of premium spirits, has announced it has purchased Howler Head from Campari Group for an undisclosed sum.
The acquisition is said to represent a strategic milestone in Infinium Spirits’ journey to build a world-class portfolio of innovative and consumer-loved brands.
“We are beyond excited to welcome Howler Head to the Infinium family,” said Jan Tharp, president of Infinium Spirits. “Howler Head embodies the innovative spirit that Infinium represents, and we’re eager to take this incredible brand to new heights, both in the United States and around the world.”
Known for its bold flavour, distinctive branding, and its ‘irreverent’ personality, Howler Head Kentucky Straight Bourbon is described as a trailblazer in the flavoured whiskey category. With its loyal fan base, Infinium says the brand aligns with the company’s mission to champion distinctive and dynamic spirits that resonate with consumers globally.
The purchase of Howler Head comes at a pivotal moment for Infinium Spirits, which continues to expand its footprint to more than 75 countries.
Going forward, the firm plans to harness its expertise in brand building, sales, and distribution to further elevate Howler Head’s presence.
Furthermore, the company plans to invest in strategic marketing campaigns, expanded distribution channels, and new innovations to ensure the brand’s continued growth and global recognition.
With this addition, the company says it is now uniquely positioned to strengthen its portfolio and deliver on its commitment to bring best-in-class, consumer-led brands to market.
Plus, by leveraging its deep industry knowledge and consumer-centric approach, Infinium says it is poised to make Howler Head a standout star in its portfolio, which includes Templeton Rye, Corralejo Tequila, Tears of Llorona, Zaya Rum and Seagram’s Vodka.
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