The IWSR’s data concerning global gin consumption stratified by price bands is particularly revealing. (Photo by Jason Mendez/WireImage). I am currently out of the office but will still be very hard at work selling Aviation Gin. Reynolds then proceeded to thank and apologise to his inner circle for the support he'll require in the next few months. What I didn’t expect was the sheer creative joy learning a new industry would bring. And Reynolds’ star power has had a lot to do with its rapid growth. Diageo said Aviation was the second largest brand in the super-premium gin segment in the US and one of the fastest growing brands in the category. “What I didn’t expect was the sheer creative joy learning a new industry would bring. Yet the safest conclusion to draw from the IWSR’s data is that overall, there is a tangible sense of optimism permeating through the world’s distilleries, and justifiably so. It is referred to as an "American dry gin", meaning the taste profile is less strongly juniper flavored than some other gins. Small distillers have been crucial to the gin market’s growth – the emergence of the craft gin movement, emphasising its provenance credentials, was a marketing masterstroke, perfectly timed to coincide with the global rise of social media and consumers’ growing interest in authentic brand stories. "The acquisition of the Davos Brands portfolio, including Aviation American Gin, is in line with our strategy to acquire high growth brands with attractive margins that support premiumisation," said Ivan Menezes, CEO of Diageo, in a prepared statement. The idea that craft gin will ever dominate global market share is a complete fallacy. The craft movement, its innovation and market success are to be lauded, but this does not tell the whole story. Part of the appeal of Aviation Gin, first crafted in Portland, Oregon, is its smaller reliance on juniper, a traditional gin ingredient. e: Growing the brand with my company, Maximum Effort Marketing, has been among the most fulfilling projects I've ever been involved with," said Reynolds, in a statement. ‘Growing the brand ... has been among the most fulfilling projects I’ve ever been involved with.’. Americans spent more than $51.1bn on them in 2018, but their spending habits are shifting away from white varieties to dark, flavour-filled liquids like whisky and tequila. Opinions expressed by Forbes Contributors are their own. It is clear that consumers’ growing demand for unique and craft-focused drinks has transformed and will continue to transform the industry. Aviation American Gin, also known as Aviation Gin, is a brand of gin first produced in Portland, Oregon, by founders Christian Krogstad and Ryan Magarian in 2006. The complete portfolio being exchanged includes brands such as Astral Tequila, Sombra Mezcal, and TYKU Sake. Hardly a cataclysmic change, but evidence enough that the category is starting to peak. The actor also added his trademark humour when announcing the news, hilariously writing an Out Of Office email following the sale. The super-premium gin segment doubled its share of gin sales from 2014 to 2019, and is growing at a compound annual growth rate of 18.5%, Diageo said in another statement. Formerly derided as passé by consumers, the IWSR’s forecasts confirm that the much-hyped gin renaissance is not simply journalistic hyperbole. Growing the brand with my company, Maximum Effort Marketing, has been among the most fulfilling projects I’ve ever been involved with.”. The IWSR’s data shows that more than 69m nine-litre cases of gin were consumed globally in 2018. Thanks in advance! Aviation, for its part, is the second largest US driver within the super premium gin segment. Though exact details there are unconfirmed. With this latest addition Diageo is obviously hoping to court a new audience. "Mom, Blake, Peter, Diageo CEO, The Rock, George Clooney, Southern Glazer's, Betty White, TGI Friday's, Baxter, Calisthenics, AMC Theaters, Total Wine, The Number 8, Don Saladino, Darden, The Head of Alfredo Garcia, Soothing Lavender Eye Pillows," he added. He prefers Scotch to bourbon, IPAs before lagers, and In-n-Out over Shake Shack. Total global gin consumption is expected to rise 4.4% during the period 2018-2023, according to the IWSR’s forecasts. But it will be most familiar to general consumers for Aviation American Gin. Of course, wherever there is rapid expansion in a category, there are those who prophesise its demise. What is particularly noticeable is that across the board, sales of spirits are on the rise in the US. Gin is not simply a Western phenomenon, as the IWSR’s data proves. — Aviation American Gin ️ (@AviationGin) September 3, 2020. Diageo buys Ryan Reynolds' Aviation American Gin in deal worth up to $610m This article is more than 2 months old Hollywood star will retain interest in business, where sales doubled in 2019 Far from it, in fact. The label attained widespread recognition in 2018, after Hollywood A-lister Ryan Reynolds purchased an undisclosed stake in the brand. Reynolds, who became a part-owner of Aviation American Gin in February 2018, will "retain an ongoing ownership interest" in Aviation, Diageo said. The impact of COVID-19 on key macro trends, The most authoritative and comprehensive craft spirits report available. So what are the key elements of gin’s marketing mix that will ensure its future success? However, the marketing and demand for these corporate-owned ‘craft’ brands is likely to remain the same. Reynolds, the Canadian star of the Deadpool films, bought a stake in Aviation gin in February 2018 and will retain an interest in the business. The UK is a longstanding barometer of gin trends, so its performance is particularly telling; total gin consumption was over 6m nine-litre cases in 2018. So the low-priced gin segment is very buoyant – more than 29m cases of lower-priced gin were sold in 2018. No other price point has shown such dramatic growth – sales of premium and super-premium gin rose by 14.7% and 25.2% respectively. "I want to thank Diageo for their incredible team and passion," he added. According to the terms of this new deal, he will retain an ongoing ownership interest. NEW YORK, NY - DECEMBER 10: Ryan Reynolds attends Netflix's "6 Underground" New York Premiere at The ... [+] Shed on December 10, 2019 in New York City. In just 10 years in both the US and UK, the spirits sector has diversified beyond a handful of large distillers to a market now represented by producers of all shapes and sizes. Ivan Menezes, Diageo’s chief executive, said the acquisition was part of the company’s strategy “to acquire high-growth brands with attractive margins that support premiumisation. He moonlights as a beer and spirits consultant, hosting monthly craft pairings/educational dinners in both Los Angeles and New York, and curating drink menus for festivals and restaurants. The forecast CAGR is 3% for low-priced gin and 4.9% for the standard subcategory. Late last year, the actor enlisted the actress who took part in a controversial Peloton commercial, playing the same character — a wife who was given a Peloton bike as a holiday present, sparking outrage from consumers — but downing martinis. South Africa’s second leading gin brand, after Gordon’s, is the lower-priced (by UK standards) Old Buck, which saw its volumes increase by 51.3% between 2017 and 2018. There is tremendous growth in key markets, lots of innovation, premiumisation and a clear role in society and culture. “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. In addition, savoury gins are now starting to move out of the craft market and into the mainstream. The company already owns some of the top-selling names in the category—including Tanqueray and Gordon’s. In 2019, Aviation grew volumes at over 100%, adding the highest number of cases and accounting for 40% of super premium gin segment growth according to figures released by Diageo. Ryan Reynolds and wife Blake Lively share a cuddle between takes as he films Aviation Gin commercial. Shed on December 10, 2019 in New York City. Firstly, it is clear that consumers’ growing demand for unique and craft-focused drinks has transformed and will continue to transform the industry. Brad Pitt and Angelina Jolie started selling Miraval rosé wine in collaboration with the wine family Perrin in 2013. (Photo by Jason Mendez/WireImage), Lounge, presented by Aviation American Gin, at Microsoft Theater Gold Ballroom on October 9, 2018 in Los Angeles, California. "Thanks for your email. More recently, US spirits specialist Brown-Forman acquired Fords gin. His favorite breed of dog is unequivocally the Siberian Husky and he suffers from an irrational, unrequited love for the New York Knicks. "This gin is really smooth," she says, as the ad cuts to a picture of Aviation Gin. Gin consumption in Nigeria and Uganda is also forecast to grow by 0.4% and 4.5% respectively between 2018 and 2023. The UK is also the world’s largest exporter of gin – at the beginning of 2018, there were 315 distilleries in the UK, more than double the number operating five years previous. George Clooney sold his Casamigos tequila brand to Diageo in 2017 in a deal worth up to $1bn. Read More. 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