Heaven Hill-Owned Liqueur Joins Forces with Premier MMA Organization.
The UFC and Hpnotiq have entered into a multiyear marketing partnership that positions the vibrant blue liqueur as an Official Partner of the UFC in the United States. The collaboration will bring Hpnotiq branding to a series of high-profile UFC Fight Nights, including in-Octagon placements and digital activations aimed at younger audiences. This marks a significant move for Heaven Hill Brands, the parent company of Hpnotiq, as it continues to expand its spirits portfolio’s reach through lifestyle-focused partnerships.
Brand Visibility Inside and Outside the Octagon
Hpnotiq will benefit from prominent branding inside the UFC’s globally recognized Octagon during all U.S. Fight Nights. The events reach more than 700 million fans across 170 countries and an estimated 950 million households worldwide. In addition to physical placement, the partnership includes collaborative digital content initiatives, such as a new social series titled Iconiq Moments, which features UFC fighters revisiting milestone career highlights.
Strategic Targeting of Millennial and Gen Z Audiences
Hpnotiq’s nostalgic early-2000s branding, combined with its recent resurgence among Millennial and Gen Z consumers, aligns with UFC’s younger fan base. “Hpnotiq is a bold, heritage brand with fresh energy — perfectly aligned with UFC’s role at the center of sport and culture,” said Robby Miller, Vice President, UFC Global Partnerships. Noah Winterer of Heaven Hill added, “From the Octagon to the afterparty, Hpnotiq is here to celebrate every Iconiq moment.”
Debut Activation at UFC Fight Night in Des Moines
The partnership debuted at UFC Fight Night: Sandhagen vs. Figueiredo on May 3 in Des Moines, Iowa. It marked UFC’s first-ever event in the city and featured a key bantamweight bout between Cory Sandhagen and Deiveson Figueiredo, with the co-main event featuring Reinier De Ridder and undefeated Bo Nickal.
Implications for Heaven Hill’s Broader Spirits Portfolio
This deal could signal broader ambitions by Heaven Hill Brands to integrate its full spirits portfolio—including its bourbon and whiskey labels—into the world of combat sports. Given UFC’s expansive global reach and demographic alignment with spirits consumers, future collaborations may include bourbon-specific sponsorships, branded content featuring whiskey cocktails, or themed experiences at major UFC pay-per-view events. Heaven Hill’s whiskey brands such as Evan Williams, Elijah Craig, or Larceny could benefit from cross-promotional exposure if this partnership proves successful.
Listen to Bourbon Lens on your favorite podcast app or stream on Spotify. If you’d like to support Bourbon Lens, subscribe to our Patreon, sign up for our “Weekly Pour” Newsletter, and don’t forget to follow us on Facebook, Instagram, and X.
Recent Bourbon Lens Coverage
- Heaven Hill Enters Massive New Multiyear Marketing Partnership with UFC
- Talking Cedar Launches New Whiskey Era Under Matt Hofmann
- Mary Dowling Whiskey Company Releases New, Historical Novel Honoring a Bourbon Trailblazer
- Hard Truth & Mellencamp Whiskey Release New Bottled in Bond Bourbon: “American Odd”
- New Book Explores the Deep Connection Between Bourbon and Cigars
- Templeton 10 Year Rye Crowned Best American Rye of 2025 at London Spirits Competition
