Ryan Reynolds - Aviation American Gin
Profile Overview
Name: Ryan Reynolds
Company: Aviation American Gin
Website: [Aviation American Gin](https://www.aviationgin.com/)
Company Background
Aviation American Gin is a brand of gin originally founded in 2006 by Christian Krogstad and Ryan Magarian in Portland, Oregon. Known for its innovative distillation process that emphasizes a softer juniper flavor, Aviation Gin is produced by House Spirits Distillery. The brand experienced substantial growth following its acquisition by New York-based Davos Brands in 2016 and later caught the attention of Canadian actor Ryan Reynolds, who acquired a minority stake in February 2018.
Recent Business Developments
In August 2020, Diageo acquired Aviation American Gin for a staggering $610 million. The deal included an initial payment of $335 million and a potential additional $275 million contingent on the brand’s performance over the next decade. Despite the acquisition, Ryan Reynolds retains an ongoing ownership interest in the company and has continued to be an influential figure in its promotional activities.
Product and Distillation Details
Aviation Gin is characterized by its unique distillation process, which uses seven botanicals: juniper, lavender, sweet and bitter orange peel, cardamom, coriander, Indian sarsaparilla, and anise seed. The ingredients are steeped in grain spirit for 18 hours and then distilled. The resulting gin is approximately 140 proof and is diluted to 84 proof with deionized Cascade mountain water before bottling.
Awards and Recognition
In 2012, Wine Enthusiast magazine awarded Aviation Gin a remarkable 97-point rating, the highest ever given to any gin by the magazine. This notable recognition has significantly bolstered the brand’s reputation within the super-premium gin segment.
Marketing and Promotion
Ryan Reynolds has utilized his extensive reach and humor to elevate Aviation Gin’s brand presence. His creative marketing strategies include engaging social media content, promotional appearances in films such as Deadpool 2 and Red Notice, and the use of the gin in endorsements for his football club, Wrexham A.F.C. Notable promotions include a playful video featuring Reynolds' "twin brother," Gordon Reynolds, and various limited-edition releases like the Aviation American Gin Deadpool 3 Edition.
Financial Impact and Strategic Moves
Reynolds’ involvement has had a significant financial impact on the brand. Following the Diageo acquisition, Reynolds reportedly netted as much as $122 million from the sale. His marketing company, Maximum Effort Marketing, played a crucial role in revitalizing the brand’s image and driving sales growth, making Aviation Gin the second-largest brand in the U.S. super-premium gin segment.
Conclusion
Ryan Reynolds' strategic investment and dynamic marketing have propelled Aviation American Gin to new heights, culminating in a lucrative acquisition by Diageo. His ongoing engagement with the brand, coupled with robust marketing efforts and noteworthy product distinctions, positions Aviation Gin strongly within the competitive spirits market. The brand's innovative approach and strategic celebrity endorsement illustrate a successful model of leveraging star power to enhance market positioning and drive profitability.
