Actor Ryan Reynolds sold Aviation Gin for a reported $610 million
Reynolds’ trademark cheekiness aside, this is serious business. The blockbuster deal recalls Diageo’s 2017 acquisition of another celebrity-backed brand: George Clooney’s Casamigos. Aviation, for its part, is the second largest US driver within the super premium gin segment. And Reynolds’ star power has had a lot to do with its rapid growth.
The company already owns some of the top-selling names in the category—including Tanqueray and Gordon’s. But these are fairly traditional London Dry bottlings. With this latest addition Diageo is obviously hoping to court a new audience.
Lounge, presented by Aviation American Gin, at Microsoft Theater Gold Ballroom on October 9, 2018 in Los Angeles, California. Brad Japhe is a freelance journalist specializing in food, beverage, and travel. He moonlights as a beer and spirits consultant, hosting monthly craftBrad Japhe is a freelance journalist specializing in food, beverage, and travel.
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Weiterlesen »
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Weiterlesen »
Ryan Reynolds’ Aviation Gin Line Sells To Diageo for $610 MillionWhile the big star paydays right now are coming from film and series auction deals won by streaming services, hitting the bottle has become a pretty good way for big stars to supplement their incom…
Weiterlesen »