Ryan Reynolds Aviation Gin Sold to Diageo in a Major Spirits Deal
Ryan Reynolds sold Aviation Gin to Diageo in a transaction that brought the brand into one of the world’s largest spirits portfolios. The deal, which closed in 2020, gave Diageo control of Aviation Gin’s distribution, production, and global marketing operations, while Reynolds retained a personal connection to the brand through ongoing creative involvement and public promotion. The sale is widely cited as a case study in celebrity brand monetization within the alcohol sector.
The transaction valued Aviation Gin at a reported figure in the hundreds of millions of dollars, though exact terms were not disclosed. Diageo gained access to Aviation Gin’s fast-growing U.S. and international distribution channels, while Reynolds continued to serve as a prominent face of the brand through social media campaigns and partnerships. The sale allowed Reynolds to focus on other ventures, including ownership stakes in companies like Wrexham AFC and Mint Mobile, as noted in coverage by Forbes.
Aviation Gin Brand Profile, Sales Growth, and Market Position
Aviation Gin is a London Dry-style gin known for its restrained juniper profile and subtle citrus notes, originally created by aviation enthusiast and distiller Christian Krogstad. After Reynolds acquired a majority stake in 2018, the brand expanded rapidly in the United States, climbing spirits rankings and gaining shelf space in major retail and hospitality channels. The Diageo acquisition accelerated this growth by integrating Aviation Gin into a global supply and logistics network.
Aviation Gin is positioned as a premium craft-style gin that competes with brands like Hendrick’s, The Botanist, and Monkey 47 in the super-premium segment. It is distributed in multiple U.S. states and select international markets, with marketing that emphasizes aviation heritage, cocktail versatility, and minimalist bottle design. The brand’s visibility has been boosted by Reynolds’ personal promotion and by placements in on-premise venues where craft cocktails are a focus.
Deal Structure, Ownership Changes, and Strategic Implications
The Aviation Gin sale to Diageo was structured as an acquisition of the brand and related assets, with Reynolds stepping back from direct ownership while maintaining a public association with the product. Diageo integrated Aviation Gin into its portfolio alongside Johnnie Walker, Tanqueray, and Guinness, giving the gin access to global distribution infrastructure and marketing resources. The move reflected Diageo’s strategy of adding high-growth craft and premium brands to its portfolio to capture younger and cocktail-oriented consumer segments.
For Reynolds, the sale provided liquidity and freed capital for investments in other businesses, sports franchises, and media ventures, including the Wrexham AFC takeover documented by Forbes. The deal also demonstrated how celebrity founders can use brand sales to build diversified portfolios while retaining cultural relevance through continued association. Aviation Gin remains a visible example of how craft spirits brands can scale through acquisition by major industry players.