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Ryan Reynolds did not build Aviation Gin alone, and Diageo did not pay $610 million in cash at closing. Reynolds joined the brand as an owner and creative lead in 2018; Diageo agreed in 2020 to acquire Aviation Gin and its parent Davos Brands for an initial $335 million, with up to $275 million more tied to performance over ten years.
What the $610 million deal actually meant
On August 17, 2020, Diageo announced an agreement to acquire Aviation Gin LLC and Davos Brands LLC. The announced consideration was up to $610 million: $335 million initially and as much as $275 million in contingent consideration depending on Aviation American Gin’s performance over the following ten years. The headline figure was therefore the maximum announced value, not a single all-cash payment at closing. Diageo’s acquisition announcement does not establish whether the full contingent amount was ultimately paid.
Diageo announced that the transaction closed on September 30, 2020. It also said Reynolds would retain an ongoing ownership interest, but neither announcement disclosed the size of his initial or retained stake. The closing announcement confirms the completion date.
Did Ryan Reynolds own Aviation Gin?
Yes. Davos Brands announced on February 21, 2018, that Reynolds had acquired an ownership interest in Aviation Gin. The announcement said he would participate in day-to-day business and oversee creative direction; it did not disclose his percentage. Davos Brands’ announcement, distributed by PR Newswire, described an active role rather than a passive celebrity endorsement.
#1 Best Overall
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Davos Brands was the majority owner before Diageo’s acquisition. The transaction covered both Aviation Gin LLC and Davos Brands LLC, so it is more accurate to describe Reynolds as an investor and creative force within a company-led brand than as the sole creator or owner of Aviation Gin.
How Reynolds helped build the brand
Ownership paired with a creative role
Reynolds joined as an owner and was announced as taking part in business operations as well as creative direction. Diageo later described Aviation as having thrived under Davos Brands’ leadership and Reynolds’s creative direction. In Diageo’s 2020 announcement, Reynolds said, “Growing the brand with my company, Maximum Effort Marketing, has been among the most fulfilling projects I’ve ever been involved with.” The statement identifies his marketing company’s involvement, but the deal materials do not quantify what any particular campaign contributed to sales.
Rank #2
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A brand in a growing category
Diageo’s acquisition announcement reported that Aviation’s volume grew over 100% in 2019, citing IWSR. It also said the brand contributed 40% of growth in the super-premium gin segment, again citing IWSR. These are distinct measures: the first is Aviation’s year-over-year volume growth; the second is the brand’s reported contribution to segment growth.
The same Diageo announcement said the US super-premium gin segment’s share more than doubled from 2014 to 2019 and reported an 18.5% compound annual growth rate for that segment across those years, citing IWSR. Those figures provide market context, not proof that Reynolds’s marketing alone caused Aviation’s growth. The available deal announcement reports brand and category performance but does not isolate the impact of his campaigns.
Rank #3
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What Aviation Gin says is in the bottle
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 describes the process as infusion, distillation, cutting, blending, and bottling, and lists the finished spirit at 42% ABV. These are the producer’s descriptions; they are not an independent tasting assessment. Aviation’s official site also provides cocktail recipes and routes to retailer discovery.
Quick Recap
Best Value
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Rank #4
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