Celebrity-owned booze companies are not a foreign concept, but what’s surprising is how they’ve become major cash cows. Take Casamigos Tequila, for example. Founded by George Clooney and Rande Berger, the business was eventually sold to the UK drinks giant, Diageo, in June last year for up to US$1 billion (S$1.32 billion).
Deadpool actor Ryan Reynolds has taken cues and followed suit with the recent announcement on his Instagram profile that he purchased majority shares in Aviation Gin, a Portland-based distillery. Not content with being a prolific actor and one of the world’s most amusing husbands (have you seen his social media interactions with wife Blake Lively?), Reynolds has entered the craft spirits business through what he lauds as the “best damn gin on the planet. Period.”
Nothing has been revealed about how much the actor paid, or what portion of the company’s shares he acquired just yet. The only inkling about what his role will be in the distillery comes from an out-of-office reply from an official Aviation gin email address, laden with Reynold’s characteristic wit.
“My responsibilities here at the company are vast. I’ll spend my days being photographed intermittently clinching my jaw muscles while pointing at things and nodding. I’ll drink Aviation Gin. I’ll sit in board meetings, imagining my very own Red Wedding.
I don’t know whose idea it was to allow me into the gin business, but I can assure you, there are smarter, more reasonable people in charge,” a part of it reads.
Aviation makes two different expressions: A traditional gin distilled from a “unique botanical mix”, and an Old Tom gin barrel-aged for a year in ex-whiskey American white oak barrels.
We can’t wait to see what else Reynolds brings to the table, even if he’s just going to be posing with bottles from the brand, for now at least.