Diageo has acquired the Aviation American Gin, Astral Tequila, Sombra Mezcal and TYKU Sake brands through the $610 million purchase of Aviation Gin LLC and Davos Brands LLC.
The price agreed for the sale sees $335 million paid initially with a further $275 paid on ten year performance of the brands.
Diageo acquisition online growth
It is the second time in recent years that Diageo has made a purchase of spirits brands from well known actors. George Clooney’s tequila brand Casamigos was also sold Diageo for $1 billion in 2017, and Aviation American Gin is part owned by Ryan Reynolds.
Diageo’s chief executive Ivan Menezes said of the acquisition: “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.”
Actor, entrepreneur and Aviation American Gin co-owner Ryan Reynolds “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.”
Diageo’s online sales are targeted at consumers buying direct, Aviation American Gin potentially backed by Ryan Reynolds’ personal brand and high social media reach could boost things nicely for both.
Diageo acquisition online growth – 19 august 2020 – Diageo acquisition online growth