London drinks company acquires Ryan Reynolds' gin brand in multi-million pound deal

A drinks company has announced that it is acquiring an international gin brand which is co-owned by a Hollywood actor.

Diageo, headquartered in London, is acquiring Aviation American Gin, which is co-owned by Deadpool star Ryan Reynolds.

The deal is worth an initial payment of £271m, and with up to an additional £210m depending on the brand’s performance.

Ivan Menezes, chief executive of Diageo, commented: “We are delighted to announce this transaction, which supports our participation in the super premium gin segment in the United States.

“The acquisition of Aviation American Gin and the Davos Brands portfolio is in line with our strategy to acquire high-growth brands with attractive margins that support premiumisation.

“We are confident that Aviation American Gin will continue to shape and drive the growth of super premium gin in North America and we are looking forward to working with Ryan Reynolds and the Davos Brands team to accelerate future growth.”

Ryan Reynolds added: “A little over two years ago, I became an owner of Aviation Gin because I love the taste of Aviation more than any other spirit.

“What I didn’t expect was the sheer creative joy learning a new industry would bring. “Growing the brand with my company, Maximum Effort Marketing, has been among the most fulfilling projects I’ve ever been involved with.”

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