Johnny Walker is known for his energetic and eccentric personality in the UFC. His playful and goofy nature, combined with his imposing 6’5″ frame, makes him stand out among others on Dana White’s roster. Walker recently caught the attention of the internet with his reaction to the UFC’s official flavored whiskey— Howler Head Whiskey.
Howler Head Whiskey is a banana-flavored Kentucky straight bourbon. It has established a significant presence in the UFC as its official flavored whiskey since 2021. The brand has rapidly grown in popularity, leveraging UFC’s global reach. A video of UFC light heavyweight Johnny Walker taking a sip of the whiskey recently made its way to the internet. Walker began roaring and aggressively pointed towards the camera and said— “Yes my friend! You are next.”
Fans enjoy the Brazilian’s unpredictability both in and out of the octagon. Walker embraces a lighthearted demeanor, often cracking jokes and showing his humorous side. However, he contrasts this with a lethal fighting style. The 32-year-old fighter boasts a professional record of 21 wins and 9 losses although his two fights were back to back losses.
As for Dana White, the UFC CEO is a key brand partner for Howler Head Whiskey, but he is not the founder. His relationship with the brand began during the COVID-19 pandemic when he developed a fondness for it. White often promotes Howler Head, playing a major role in its marketing. While White initially referred to himself as a co-founder, it was later clarified that the whiskey brand is owned by Steve Lipp and Jason Wooler of Wooler Brands, Inc.
Howler Head continues as the “Official Flavored Whiskey” of Dana White’s UFC
Earlier this year, the UFC and Howler extended their global partnership into 2024. This renewal ensures that Howler Head continues as the “Official Flavored Whiskey of UFC,” building on a relationship that began in 2021. As part of this partnership, Howler Head will maintain a strong presence at major UFC events, especially during Pay-Per-View broadcasts, offering the brand significant global visibility.
The whiskey brand will also be featured prominently across UFC and Dana White’s social media platforms. That means their reach extends to potentially hundreds of millions of consumers worldwide. The partnership includes an annual Brand Ambassador program, where UFC athletes will participate in marketing campaigns.
Previous ambassadors include notable names like Sean O’Malley, Charles Oliveira, and Joanna Jedrzejczyk. Howler Head has won several awards, including a Gold Medal at the 2023 San Francisco World Spirits Competition. The brand is also expanding its reach with recent launches in Australia and other international markets.
!
