If you’re a regular UFC viewer, you might have seen Howler Head throughout their telecasts, retailers, and even select fan engagement campaigns. You will always find the whiskey branding through their telecasts, on-premises retailers, UFC events, onsite fan activations, and even fan engagement campaigns in some of the most prestigious arenas all over the world. Howler Head is the official flavored whiskey partner of UFC, the world’s biggest mixed martial arts organization, with a fan base of over 625 million worldwide. No, Conor McGregor is not associated with the flavored whiskey brand (although it is a running joke among die-hard fans).
His affiliation with UFC has led people to believe that he had something to do with Howler Head. Conor McGregorĬonor McGregor is the founder of authentic Irish whiskey Proper 12. He’s excited to have the brand on board as an official partner under a new sponsorship category. He doesn’t own Howler Head.ĭuring one interview, Dana White claimed that he fell in love with the bad-ass brand during the pandemic and considers it the best whiskey he’s ever tasted. The truth is, UFC President Dana White is just a fan of the flavored whiskey. Many people assume that Dana White, UFC President, owns the flavored whiskey brand because he constantly promotes it on his social media. Steve Lipp, an entrepreneur, founded the brand and partnered with UFC with the help of Tyson Fury’s manager, the famous English promoter Frank Warren. This corporation is one of the largest private-label premium spirits suppliers in the United States, spearheaded by Jason Wooler. In return, the whiskey gets a branded presence at all UFC fight night events and in-venue and onsite fan activations. The partnership with the combat sports company under a new sponsorship category had led the flavored whiskey to quickly become one of the best-selling whiskey brands.
Wooler has over 25 years of experience in the beverage industry, with a history of working for Jim Beam and Southern Wine and Spirits. Meanwhile, Wooler’s company, Wooler Brands, Inc., aims to help small, emerging brands in navigating the US market. He eventually created his own label, Alexander Murray & Co. Steve Lipp is a Scotsman whose brother-in-law’s father was in the distillery business and urged him to invest in a Scotch whisky company. The Howler Head Kentucky Straight Bourbon Whiskey brand is owned by Steve Lipp, a whiskey entrepreneur, and Jason Wooler, CFO of Wooler Brands, Inc. The partnership with the brand was first launched in 2021. The label is UFC’s official whiskey partner.ĭespite UFC President Dana White consistently promoting the brand during interviews and on his social media, he doesn’t own the brand, as many people assumed.Īccording to Wooler, they are excited to partner with Dana White and UFC, one of the world’s greatest marketing and brand-building entities globally.ĭana’s authenticity and personality aligned perfectly with Howler Head’s brand DNA, making them perfect partners. Howler Head is owned by Steve Lipp, a whiskey entrepreneur, and Jason Wooler, Chief Executive Officer of Wooler Brands, Inc.
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