DIAGEO announces it will pay up to $610 million for Aviation Gin
Drinks giant DIAGEO announced it will pay up to $610 million to Davos Brands to acquire Aviation Gin.
Aviation Gin is an American-style gin. It is created with a blend of herbs and subtle notes of juniper. Together, these ingredients provide a smooth and balanced taste profile.
DIAGEO already has gin brands in its portfolio such as Tanqueray and Gordon’s. Now, they have been seduced by Aviation Gin. And it’s certainly Ryan Reynolds’ marketing tactics that have caught DIAGEO’s eye.
Aviation Gin’s image has been enhanced by Ryan Reynolds’ ingenuity. The actor has created a person to represent the brand in his advertisements. In fact, the brand’s advertisements have managed to become viral content on YouTube and Twitter. Together, these networks have accumulated more than 10 million views.
At the conclusion of the negotiation, Ryan Reynolds and Davos Brands will also continue to be part of Aviation Gin. DIAGEO hopes to give them the space to continue creating the creative content that is characteristic of the brand.
In addition to acquiring Aviation Gin, DIAGEO announced that it has completed the purchase of other Davos Brands brands such as Astral Tequila, Sombra Mezcal and TYKU SAKE.
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