Ryan Reynolds’ Aviation American Gin agrees $610m sale to Diageo

Ryan Reynolds’ Aviation American Gin agrees $610m sale to Diageo

UK drinks group strikes deal with Hollywood actor as it pushes on with premium strategy

✒ Ryan Reynolds has been applying his humour and storytelling skills to promote the brand since he purchased a major stake. He has become one of the best content marketers.

His videos have no call for action, no promotional offer, no opt-in, no direct response. Just cute stories, well told. Yet they still make you want to try the product.”