This is the bet taken by Ryan Reynolds when he decides to acquire Gin Aviation in 2018. It seems that he had a hollow nose in view of the sum, $ 610 million, that the company has just paid. DIAGEO (world leader in spirits) in order to buy the brand.
Aviation American Gin, shortened “Aviation Gin” was founded in 2006 by Christian Krogstad and Ryan Magarian in Portland, Oregon. Although it is still distilled at the same location, House Spirits Distillery sold "Aviation Gin" to New York distributor Davos Brands, in 2016, a company specializing in detecting trends and emerging brands in spirits which also owned Astral tequila, Sombra mezcal and Tyku sake.
It was subsequently in 2018 that Ryan Reynolds decided to buy a stake in the Gin Aviation brand, thus becoming its co-owner and creative director.
It is the Davos Brand company that Diageo decides to buy on August 17, 2020 for the modest sum of $ 335 million to which will be added up to an additional $ 275 million depending on the performance of the gin over the next 10 years. . Diageo stating that Reynolds would always retain a "continuing interest" in Gin Aviation!
The brand will enable Diageo to strengthen its presence in the very high-end gins segment in the United States. Aviation American Gin, which costs $ 27 for 75 Cl, is the second-largest super premium gin brand in the country, having doubled its volumes in 2019.
Anxious to surf the “premiumisation” of the spirits market, Diageo seems reassured by the presence of stars with its new brands. As a reminder, the company had signed a commercial partnership with rapper Sean "Diddy" Combs for its Ciroc vodka, then bought together the luxury tequila DeLeon. Next comes David Beckham's Whiskey Haig Club in 2014, and the highlight of the show in June 2017 when George Clooney and two of his friends sell their premium tequila brand "Casamigos" for the modest sum of $ 1 billion ... Always to Diageo!
It might be time to think about creating your own brand of Gin ...