Catalyst Spirits Enters RTD Market with Howler Head & Cola

Howler Head & Cola.
Howler Head & Cola.

Catalyst Spirits announced that it will be entering the growing global Ready-To-Drink (RTD) market through its popular Howler Head brand, a banana-flavored bourbon whiskey. Howler Head & Cola is now available in Australia and will soon be available in other international markets, the company states.

In conjunction with the launch, Catalyst also announced former UFC middleweight champion and Australian native Robert Whittaker will serve as the fast-growing brand’s newest ambassador, helping to introduce Howler Head & Cola to his home country, according to the company.

Kentucky Bourbon Whiskey

Howler Head & Cola is straight bourbon whiskey. After being aged for two years in charred American white oak barrels, the bourbon is then blended with banana flavor, the company states. Howler Head is then mixed with cola, which is canned for enjoyment anywhere. The beverage features caramel and coffee notes, with a finish of oak and banana.

Howler Head & Cola can be found at retailers across Australia in 4-packs of 330ml cans for a suggested price of AU$29. A 10-pack will follow later this year, the company states. Each can is 6% ABV. Howler Head & Cola is the official flavored whiskey RTD of UFC Australia.

Howler Head & Cola Partners with Robert Whittaker

To amplify Howler Head & Cola’s worldwide unveiling, Catalyst Spirits signed an agreement with UFC superstar Robert Whittaker to serve as a global brand ambassador for Howler Head, according to the company. He will represent the brand in marketing campaigns, consumer meet and greets, retail appearances, exclusive event activations and engaging social media content on his channels, as well as those of Howler Head and UFC.

“Outside the Octagon, Robert brings the ideal level of humor and fan-to-fan interactivity that is the perfect reflection of the Howler Head personae; his broad appeal will prove a huge catapult for brand awareness,” said Ed Bello, CMO of Catalyst Spirits, in a news release. “Leveraging our partnership with UFC through their vast roster of world-class athletes provides us a marketing and promotional tool that is truly unmatched in its reach and engagement.”


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