In the rapidly evolving spirits industry, where celebrity endorsements are often seen as mere marketing gimmicks, Ryan Reynolds has rewritten the script with his venture into the world of gin. Just two years after becoming a co-owner of Aviation American Gin, based in the vibrant city of Portland, Oregon, Reynolds has played a pivotal role in steering the brand towards a staggering $610 million acquisition by Diageo, the renowned British spirits conglomerate.
Diageo, the powerhouse behind iconic labels like Johnnie Walker and Smirnoff, has confirmed its acquisition of Aviation American Gin from Davos Brands. This deal, which astonishingly includes an initial payout of $335 million and a potential additional $275 million based on future brand performance, is a testament to the gin’s skyrocketing appeal. Alongside Aviation, the acquisition also encompasses other Davos-owned brands such as Astral Tequila, Sombra Mezcal, and TYKU Sake.
Founded in 2006 by visionaries Christian Krogstad and Ryan Magarian, Aviation American Gin was born out of a desire to craft a distinctly American take on gin. Produced in Portland by House Spirits Distillery, the brand emphasized a lighter juniper flavor and a smoother finish, distinguishing it from its competitors. Despite being bought by New York’s Davos Brands in 2016, it was Reynolds’ involvement in 2018 that truly propelled the brand into the limelight.
Reynolds, known for his humor and marketing savvy, didn’t just lend his name to the brand; he immersed himself in its narrative, injecting his unique charm into its marketing campaigns. His innovative strategies, including witty auto-reply emails, not only boosted the brand’s visibility but also significantly elevated its market position, making it the second-largest in the U.S. super-premium gin segment.
Reynolds’ excitement about the deal is palpable. He remarks, “Joining the Aviation team was driven by my passion for the taste, but it became so much more. It was a journey of discovery and creativity, and working with Maximum Effort Marketing has been one of the most rewarding experiences. We’re thrilled to partner with Diageo and look forward to this next exciting phase.”
This acquisition, while significant, isn’t the only instance where a celebrity-backed spirit has made headlines. In 2017, George Clooney’s Casamigos Tequila was acquired for an astonishing $1 billion by Diageo, showcasing the immense potential in celebrity-branded spirits.
As we witness the successful fusion of star power and savvy business strategies in the spirits industry, it becomes clear that celebrities like Reynolds are not just endorsing products; they are reshaping industries and redefining what it means to be a brand ambassador. The story of Aviation American Gin and Ryan Reynolds is not just about a high-profile acquisition; it’s a narrative of innovation, passion, and strategic brilliance.