Who Owns Howler Head Whiskey? Answered (2023 Updated)

Last Updated on August 22, 2023 by Lydia Martin

If you’re an avid viewer of UFC-MMA, the name Howler Head whiskey probably rings a bell (pun intended). Unlike Conor McGregor’s Proper 12, a famous name is rarely attached to this whiskey label. 

But really, who owns Howler Head whiskey? Read on to find out!

About Howler Head Whiskey’s Owner 

Howler Head Whiskey

Howler Head is owned by Steve Lipp, a whiskey entrepreneur, and Jason Wooler, Chief Executive Officer of Wooler Brands, Inc. The label is UFC’s official whiskey partner. 

Despite 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. 

According to Wooler, they are excited to partner with Dana White and UFC, one of the world’s greatest marketing and brand-building entities globally.

Dana’s authenticity and personality aligned perfectly with Howler Head’s brand DNA, making them perfect partners. The partnership with the brand was first launched in 2021.

Who Really Owns It 

The Howler Head Kentucky Straight Bourbon Whiskey brand is owned by Steve Lipp, a whiskey entrepreneur, and Jason Wooler, CFO of Wooler Brands, Inc. 

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.

He eventually created his own label, Alexander Murray & Co. 

Meanwhile, Wooler’s company, Wooler Brands, Inc., aims to help small, emerging brands in navigating the US market.

Wooler has over 25 years of experience in the beverage industry, with a history of working for Jim Beam and Southern Wine and Spirits. 

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.

In return, the whiskey gets a branded presence at all UFC fight night events and in-venue and onsite fan activations. 

Who People Think Owns Howler Head 

Who People Think Owns Howler Head 

Wooler Brands, Inc. 

Wooler Brands produces Howler Head. This corporation is one of the largest private-label premium spirits suppliers in the United States, spearheaded by Jason Wooler. 

Steve Lipp

Steve Lipp

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. 

Dana White

Many people assume that Dana White, UFC President, owns the flavored whiskey brand because he constantly promotes it on his social media. 

The truth is, UFC President Dana White is just a fan of the flavored whiskey. He doesn’t own Howler Head. 

During 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.

He’s excited to have the brand on board as an official partner under a new sponsorship category. 

Conor McGregor

Conor McGregor

Conor McGregor is the founder of authentic Irish whiskey Proper 12. His affiliation with UFC has led people to believe that he had something to do with Howler Head. 

No, Conor McGregor is not associated with the flavored whiskey brand (although it is a running joke among die-hard fans). 

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Howler Head Tie-Ups 

Howler Head with glass

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. 

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. 

If you’re a regular UFC viewer, you might have seen Howler Head throughout their telecasts, retailers, and even select fan engagement campaigns.

The flavored whiskey is available in 45 states across the United States and abroad in Canada and the United Arab Emirates. 


Who distills the Howler Head brand? 

Howler Head’s bourbon base is distilled by Master Distiller Ron Call of Green River Distilling Co. in Owensboro, Kentucky. He distills it with the help of a 100-year-old Vendome copper column still. 

Is Howler Head whiskey made in Kentucky?

Yes, Howler Head is made in the Green River Distilling Co., located in Owensboro, Kentucky.

So, Who Owns Howler Head?

Howler Head is owned by Steve Lipp and Jason Wooler. Lipp and Wooler partnered with UFC through the help of Tyson Fury’s manager, English promoter Frank Warren.

The banana-flavored whiskey is now the UFC’s official flavored whiskey partner. 

Despite what many believe, UFC President Dana White does not own the brand.

During one interview, Dana White claimed he fell in love with the bad-ass brand during the pandemic and considers it the best whiskey he’s ever tasted. 



Lydia Martin

Lydia Martin hails from Redmond, Washington, where you’ll find some of the best cocktail bars and distilleries that offer a great mix of local drinks. She used to work as a bar manager in Paris and is a self-taught mixologist whose passion for crafting unique cocktails led her to create Liquor Laboratory. Lydia can whip up a mean Margarita in seconds! Contact at [email protected] or learn more about us here.

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