Ryan Reynolds bought a stake in Aviation Gin in 2018 and oversaw its creative direction; 2 years later, Diageo acquired the brand in a deal worth up to $610 million

American actor Ryan Reynolds acquired an ownership interest in Aviation Gin in 2018 and took an active role in the business, including overseeing its creative direction. Then, a little over two years later, Diageo agreed to acquire Aviation American Gin through the acquisition of Aviation Gin LLC and Davos Brands LLC in a transaction with total consideration of up to $610 million.

Ryan Reynolds Acquired an Ownership Interest in Aviation Gin in 2018

On February 21, 2018, Davos Brands announced that Reynolds had acquired an ownership interest in Aviation Gin.

The announcement said that The Proposal actor pursued the investment after trying Aviation Gin for the first time. As part of the investment, he would play an active role in the day-to-day business and oversee the brand's creative direction.


The 2018 announcement did not state how much stake Reynolds had bought in Aviation Gin and how much he had invested.

Reynolds Oversaw Aviation Gin's Creative Direction

Reynolds' role at Aviation Gin included creative direction.

When Diageo announced its acquisition agreement in August 2020, it described Aviation American Gin as having grown under the leadership of majority owner Davos Brands and the creative direction of co-owner Ryan Reynolds.

Deadpool actor said at the time that he had become an owner of Aviation Gin a little over two years earlier. He also said growing the brand with his company, Maximum Effort Marketing, had been among the most fulfilling projects he had been involved with.

Diageo Agreed to Acquire Aviation American Gin in 2020

On August 17, 2020, Diageo announced that it had entered into an agreement to purchase Aviation American Gin via the purchase of Aviation Gin LLC and Davos Brands LLC.

According to Diageo, the total deal value was up to $610 million. The disclosed deal consisted of an upfront payment of $335 million and additional consideration of up to $275 million based on the performance of Aviation American Gin for the next 10 years.

The transaction also included other brands in the Davos Brands portfolio: Astral Tequila, Sombra Mezcal and TYKU Sake.

Ryan Reynolds Retained an Ownership Interest

Diageo said Free Guy star would retain an ongoing ownership interest in Aviation American Gin following the transaction.

Reynolds said he was excited about the next chapter of Aviation Gin and credited his work with Maximum Effort Marketing as a significant part of his experience with the brand.

Diageo Completed the Acquisition

Diageo announced on September 30, 2020, that it had completed the acquisition of Aviation Gin LLC and Davos Brands LLC.

Diageo's later 2021 filing reported that the completed acquisition involved $337 million in upfront cash consideration and up to $275 million in contingent consideration linked to performance targets.

Reynolds' involvement with Aviation Gin began with an ownership interest in 2018, when he took an active role in the business and oversaw its creative direction. In August 2020, Diageo announced an agreement to acquire Aviation American Gin through Aviation Gin LLC and Davos Brands LLC for total consideration of up to $610 million. The announced structure consisted of $335 million initially and up to $275 million in additional consideration based on the brand's performance over 10 years. Reynolds retained an ongoing ownership interest in Aviation American Gin.