Ryan Reynolds did not single-handedly build or own Aviation Gin. He joined the brand as an owner and creative lead in 2018, when Davos Brands was its majority owner. In 2020, Diageo agreed to acquire Aviation Gin and Davos Brands for up to $610 million: $335 million initially, with as much as $275 million more tied to Aviation American Gin’s performance over ten years.
Did Ryan Reynolds own Aviation Gin?
Yes. Davos Brands announced on February 21, 2018, that Reynolds had acquired an ownership interest in Aviation Gin and would take part in day-to-day business while overseeing creative direction. The announcement did not disclose his ownership percentage. Davos Brands remained the majority owner before the sale.
When Diageo announced its acquisition agreement in August 2020, it said Reynolds would retain an ongoing ownership interest. The announcement did not state the size or terms of that retained interest, so there is no supported percentage to cite. Davos Brands’ 2018 announcement and Diageo’s acquisition announcement establish the roles without making Reynolds the sole creator or owner.
How much did Diageo pay for Aviation Gin?
Diageo announced a maximum consideration of up to $610 million for Aviation Gin LLC and Davos Brands LLC. The deal comprised $335 million initially and up to $275 million in contingent consideration, dependent on Aviation American Gin’s performance over ten years. Thus, $610 million was the announced ceiling, not a statement that all of that money was paid at closing.
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Diageo announced the agreement on August 17, 2020, and confirmed that the acquisition closed on September 30, 2020. The available announcements do not establish whether the full contingent amount was ultimately paid. Diageo’s announcement of the deal describes its terms; the completion announcement records the closing date.
How did Aviation Gin grow?
The story combines Davos Brands’ role as spirits operator, Reynolds’s work as an active co-owner and creative lead, and a growing U.S. super-premium gin category. That is a useful way to understand the brand’s trajectory, but the figures Diageo published do not isolate how much growth came from Reynolds or any specific campaign.
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Reynolds’s role in the brand
Davos Brands said Reynolds would participate in day-to-day business and oversee creative direction. In its 2020 acquisition announcement, Diageo credited Aviation’s success to Davos Brands’ leadership and Reynolds’s creative direction. Reynolds also described the marketing work: “Growing the brand with my company, Maximum Effort Marketing, has been among the most fulfilling projects I’ve ever been involved with.”
Growth figures reported by Diageo
Diageo’s August 2020 announcement reported the following figures, attributing them to IWSR. They describe different measures and time periods; they should not be read as proof that Reynolds’s marketing alone caused the results.
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- Aviation volume: Diageo said Aviation’s volume grew over 100% in 2019.
- Contribution to category growth: Diageo said Aviation contributed 40% of growth in the super-premium gin segment.
- Category trend: Diageo said the U.S. super-premium gin segment’s share more than doubled from 2014 to 2019, and reported an 18.5% compound annual growth rate for the segment over that period.
These are figures as reported by Diageo and attributed in its announcement to IWSR; they are not a separate assessment of the underlying IWSR report. Volume growth, contribution to segment growth, and segment-wide growth are distinct claims, not interchangeable measures.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What is Aviation Gin, and what goes into it?
Aviation’s official product site describes a proprietary maceration recipe using cardamom, coriander, French lavender, anise seed, sarsaparilla, juniper, and two kinds of orange peel. The brand says production includes infusion, distillation, cutting, blending, and bottling, and lists the finished spirit at 42% ABV. These are brand-provided product details, not the result of independent tasting or testing.
Reynolds called Aviation “the best tasting gin in the world” in Davos Brands’ 2018 announcement. That was his promotional opinion, not an independently established ranking. The official Aviation Gin site provides the brand’s current product information, cocktail recipes, and retailer-discovery links.
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