Aviation American Gin stands as a symbol of reinvention in the crowded world of craft spirits. Born from the heart of Portland, Oregon in 2006, this distinctively smooth gin challenged the classic juniper-heavy profile and instead introduced a balanced, floral-forward spirit that would go on to redefine American gin itself.
Behind this trailblazing brand were Christian Krogstad, an experienced distiller, and Ryan Magarian, a pioneering bartender who sought a more versatile spirit for cocktail creation. Together, they laid the groundwork for what would soon become one of the most recognized names in modern gin.
From the outset, Aviation differentiated itself through an innovative botanical blend. While traditional London Dry gins emphasized juniper, Aviation took a more contemporary route. The infusion of seven key botanicals—juniper, lavender, sweet and bitter orange peel, cardamom, coriander, Indian sarsaparilla, and anise seed—created a spirit that was both nuanced and approachable. These ingredients are steeped in grain spirit for 18 hours, allowing for a deep aromatic complexity, before being re-distilled in a custom 400-gallon pot still.
After distillation, the gin exits the still at a robust 140 proof, only to be diluted with deionized Cascade mountain water, bringing it down to its final 84 proof. This meticulous process ensures a final product that is clean, crisp, and remarkably smooth, with a flavor profile designed to enhance cocktails rather than overpower them.
The brand’s journey took a pivotal turn in 2016 when it was acquired by Davos Brands, a move that helped scale its distribution footprint. That same year, Aviation represented over 40% of House Spirits’ production, underscoring its growing dominance. But the real inflection point came in February 2018, when actor Ryan Reynolds acquired a stake in the brand.
Reynolds did more than endorse Aviation; he infused it with his brand of humor, storytelling, and charisma, transforming the gin into a cultural touchstone. With viral ads, self-deprecating humor, and strategic product placements in films like Deadpool 2 and Red Notice, Aviation Gin became more than a spirit—it became an experience. His viral sketch featuring a fictional twin, Gordon Reynolds, comparing the gin to “a sunrise had sex with a feather duster,” showcased the brand’s ability to mix wit with premium quality.
In August 2020, the brand changed hands again, this time to Diageo, the global beverage behemoth behind labels like Tanqueray, Johnnie Walker, and Smirnoff. The acquisition deal, reportedly worth up to $610 million, cemented Aviation’s status in the premium spirits category. Yet, Reynolds retained an “ongoing ownership interest,” ensuring the brand’s identity stayed intact even as it scaled globally.
This strategic move enabled Aviation Gin to expand its global footprint to over 15 countries, including Canada, the UK, Spain, France, Germany, and Australia. The sleek Art Deco-inspired bottle design, introduced in 2013, reinforced the brand’s visual distinction. With a silver cap and black label reminiscent of a flask, it echoed the modernity and refinement within.
Beyond visual identity and celebrity influence, product integrity has remained central to Aviation’s ascent. Its balanced flavor makes it a favorite among bartenders for crafting both classic and contemporary cocktails. The botanical composition gives it a velvety mouthfeel and a profile that complements a wide range of mixers, from tonic and citrus to vermouth and ginger.
Notably, the gin achieved a 97-point rating from Wine Enthusiast in 2012, the highest score the publication has ever awarded a gin. This critical acclaim validated the brand’s craftsmanship and bolstered its credibility in the ultra-competitive spirits market.
Meanwhile, Aviation’s marketing evolved with a keen eye for cultural relevance. By sponsoring Wrexham A.F.C., the Welsh football club co-owned by Reynolds, the gin earned placement on team jerseys and training kits, cleverly blending sports, celebrity, and spirits. This cross-promotional strategy has helped Aviation embed itself in mainstream entertainment and sports culture without diluting its artisanal image.
Inside the Aviation American Gin Distillery and Visitor Center in Portland, visitors are treated to an immersive tour experience, including a welcome desk with a cardboard cutout of Reynolds, an aromatics sampling space, and a gin-themed escape room styled as the actor’s office. Each step is designed to educate and entertain, reinforcing the brand’s story with theatrical flair.
Despite its global growth, Aviation has remained true to its craft roots. The original distillation process continues under the same methodology, ensuring consistency and authenticity. Its success lies not in aggressive rebranding but in strategic alignment—matching bold, innovative marketing with a product that genuinely delivers on taste and quality.
In today’s saturated spirits market, where novelty often outpaces substance, Aviation American Gin has achieved the rare feat of balancing both. From humble beginnings in Portland to a multi-million-dollar acquisition by a global conglomerate, the brand represents a case study in modern beverage branding. Its story exemplifies how craftsmanship, authenticity, and celebrity synergy can converge to shape not just a product, but a legacy.
