In an era where every product fights for attention, Aviation American Gin stands out not just for what’s in the bottle—but for how it talks to the world.
Under Ryan Reynolds’ part ownership and creative direction, Aviation Gin didn’t just enter the conversation. It rewrote the tone.
With a mix of clever storytelling, unexpected ads, and a whole lot of sarcasm, Aviation evolved from a boutique craft spirit into a globally recognized brand with a strong (and very funny) voice.
Let’s break down how Aviation Gin became a brand with character—and why it works.
1. Enter Ryan Reynolds: From Investor to Spokesperson to Punchline
In 2018, Ryan Reynolds bought a stake in Aviation Gin. But instead of quietly collecting dividends, he dove into the brand like he would a film role—only this time, he wrote the script.
“I don’t consider myself a gin expert. I just really like it. And I wanted to bring it to more people—on my terms.”
— Ryan Reynolds
What followed was a unique blend of business and performance art: Reynolds starring in his own ads, mocking advertising itself, and positioning Aviation as a brand that gets the joke.
2. A Brand With a Personality (and a Slightly Twisted One)
Aviation’s tone is distinct: it’s cheeky, ironic, and a little self-deprecating. It never takes itself too seriously—which is rare in an industry known for luxury, pretension, and “notes of pine.”
Instead of using traditional luxury cues, Aviation leans into humor and honesty. Campaigns often look like spoofs, yet they’re laser-focused in message.
Examples:
- A Valentine’s Day ad that thanks exes for driving people to drink gin.
- A commercial “written by Ryan Reynolds” that somehow devolves into a voiceover about how handsome he is.
- Behind-the-scenes ads where Ryan is clearly improvising, sometimes reading the script on-camera, breaking the fourth wall.
These aren’t just ads. They’re mini performances with brand storytelling built in.
3. The “Peloton Wife” Masterstroke
In 2019, a viral Peloton ad featuring a woman receiving a fitness bike from her husband sparked massive backlash. Aviation Gin responded within 48 hours with a now-legendary ad:
- The same actress sits at a bar with friends.
- They toast “to new beginnings.”
- She silently downs a martini—Aviation Gin, of course.
No dialogue. No explanation. Just perfect timing and tone.
This moment cemented Aviation’s identity as a brand that’s culturally fluent, quick to move, and emotionally smart.
4. Ads That Break the Rules (and the Fourth Wall)
Aviation’s campaigns often feel more like skits than sales pitches. They:
- Mock traditional advertising tropes
- Comment on themselves as ads
- Use Ryan Reynolds’ celebrity—but ironically
One standout: a video of Reynolds reading a “script” about the gin’s smoothness while awkwardly delivering corporate jargon, then going off-script to just drink the gin.
It’s marketing about marketing—and audiences love it.
5. Product Quality That Holds Up
None of the above would matter if the product didn’t deliver. But Aviation Gin holds its own in a crowded market.
- Distilled in Portland, Oregon
- Botanical-forward, smooth, and modern
- A cleaner, softer alternative to traditional London Dry gins
It’s a gin designed to appeal to newcomers and connoisseurs alike—positioning it as approachable craft, not elite exclusivity.
In other words: fun on the outside, serious on the inside.
6. Global Expansion, Local Flavor
With the success of its branding, Aviation Gin expanded beyond U.S. borders. But even as distribution scaled up, the tone stayed personal. Each market got local touches in messaging, often with region-specific humor or content.
And after Diageo (a global spirits giant) acquired the brand in 2020 for up to $610 million, Reynolds remained the creative engine. The deal proved that storytelling and personality have real economic value.
7. Lessons in Brand-Building from Aviation
Aviation Gin is a case study in how to stand out without shouting, and how to be funny without being shallow.
Here’s what creators and entrepreneurs can learn:
| Principle | What Aviation Does |
|---|---|
| Authenticity | Leverages Reynolds’ real voice and tone |
| Speed | Responds to culture in real-time |
| Self-awareness | Acknowledges the absurdity of marketing |
| Character-driven brand | Uses personality over product specs |
| Consistent voice | Every piece of content sounds like Aviation |
| Substance behind style | Delivers a high-quality product that earns repeat buyers |
Final Pour: Why Aviation Gin Works
Most alcohol brands rely on prestige, celebrity placement, or heritage stories.
Aviation did something different: it trusted its audience’s intelligence, leaned into humor, and gave them something to laugh at while still delivering a great drink.
It’s not just a brand. It’s a character. And like any great character, it’s fun, flawed, confident, and never boring.
As Ryan Reynolds put it:
“I want to make things people don’t just watch—they remember.”
Aviation Gin proves that when a brand has character and the courage to be funny, people don’t just buy it—they tell their friends about it.