Howler whiskey is an excellent whiskey and can stand next to the already established and renowned whiskey brands, so it is only a matter of time before it will step into its true power, though it has skyrocketed so far too.
I would say that both were involved in the skyrocketing of this whiskey however, its quality will keep this brand moving and developing further.
A post shared by Howler Head Whiskey ascribe it to good marketing, and some ascribe this to a good quality product.