Campari Group has acquired a 15% interest in Howler Head Kentucky straight bourbon, with a medium-term route to total ownership. The deal, with Catalyst Spirits, saw Campari agree to pay US$15 million for the 15% share. Banana-flavoured Howler Head is the official flavoured whiskey partner of UFC and it recently launched in the UK. “With bourbon whiskey serving as one of our global priority brand…

St Patrick’s Day is possibly the most quintessential event for the drinks industry. March 17 marks the annual St Patrick’s Day celebrations, with whiskey, Guinness and Irish cocktail creations being among some of the most popular drinks. Drinks Retailing takes a look at how producers and retailers are celebrating this St Patrick’s Day. Kirker Shamrock whiskey launched recently, in time for St Patrick’s…

Pernod Ricard has announced a new campaign for Irish whiskey brand Jameson, in the run up to St Patrick’s Day. The international push, called Widen the Circle, is described as part of a “multi-year multi-channel investment”. The campaign features a TV ad, called That Spark, starring Irish actor, writer and comedian Aisling Bea. Brendan Buckley, global marketing director at Pernod’s Irish Distillers unit, said: “Our…

Trade organisation the Bourbon Alliance has welcomed the announcement of an agreement between the US and EU to remove the EU’s tariffs on American whiskeys. The 25% tariff was a retaliatory measure as part of a steel and aluminium trade dispute. The group has now called for the UK government to replicate the agreement. “We congratulate our colleagues in the US and EU who have…

Jim Beam, Maker’s Mark, and Brown-Forman have joined with The Bourbon Alliance – an army of distillers, restaurants and pubs, retailers, wholesalers, and US Whiskey fans – to urge the British Government to remove the 25% tariff on imported US Whiskey caused by a trade dispute over steel. The campaign is calling on the hospitality sector to sign up to the campaign and to help…

Ten Locks is stepping into the booming American whiskey sector with its latest partner, Redwood Empire Whiskey.  The partnership will bring three unique, barrel-aged Redwood Empire Whiskeys to the UK; Pipe Dream Bourbon Whiskey, Emerald Giant Rye Whiskey and Lost Monarch Blend of Straight Whiskey will all be available from July.    All three expressions are select blends of aged whiskeys between four and twelve years old, staged with new woodcut-style labels depicting America’s most iconic conservationist, John Muir, who believed that nature rejuvenates a…

Bushmills Irish Whiskey has announced the release of the Bushmills Original Cask Finish range, a new series that “delivers a fresh perspective” on the iconic Bushmills Original Irish Whiskey. The first two premium innovations from the range, the Caribbean Rum Cask Finish and the American Oak Cask Finish, are the newest additions to the Bushmills family and the latest creations from Bushmills Master Blender, Helen…