If you’ve ever wondered what distillers do every day, then spend a few minutes with Ryan Reynold as he explains the process that makes his Aviation Gin so delicious.
The two-minute-long PSA-style video satirizes the artisan-obsessed nature of both Gin and Portland (where the Gin is made) with a mock representation of the company’s distilling process.
In the video, the distillers, who are impressively bearded, greet the day with four hours of silent meditation followed by a quick scoot down to the fruit grove.
“The citrus fruits are misted using only the tears of Aviation’s owner: me, Ryan Reynolds.”
Reynolds then goes to great length to assure viewers that six of the gin’s seven botanicals are grown inhumane, “cage-free” conditions where they are grain-fed.
Unfortunately for the juniper berries, their pungent flavour has to literally be beaten out of them to produce the spirit’s smooth, refined taste but be assured the distillers apologise to each berry individually before this happens.
Each bottle is then ordained by a Unitarian pastor (to retain its heavenly taste) and serenaded with the healing music of Sarah McLachlan before shipping.
While to us mere drinkers it may seem like a bit of overkill, it is a process that obviously works well, as Reynolds leverages his star power and self-deprecating wit to elevate Aviation’s brand awareness.
Renolds ends the video by highlighting that Aviation Gin “is an American original … now owned by a Canadian”.
Reynolds, who announced earlier this year that he had bought an ownership stake in Aviation Gin, has become the new face of the booze.
“Aviation is the best tasting gin in the world,” Reynolds said back in February. “Once I tried it, I knew I wanted to get involved with the company in a big way.
“If you think all gin tastes the same, you’d be mistaken. Aviation is in a completely different league and I couldn’t be prouder to be a part of the company.”
While Aviation may not be made quite the way that Ryan Reynolds tells it, it’s still worth taking the time to watch his new explainer on the spiritually cleansing process behind the spirits brand.
“I take my responsibilities as owner of Aviation Gin seriously,” he said of the video. “This does not extend to our marketing, however, which I take as unseriously as humanly possible.”
Reynolds also has a new out-of-office email to go along with the new video. Since the Hollywood star obviously doesn’t work on site, he’s always got a bounce-back email waiting. When you hit up firstname.lastname@example.org, this is the new out-of-office reply:
Thank you for your email. I’m currently on a spiritual retreat with the distillers of Aviation Gin. I’m so honoured to sit in a truth-circle with this incredibly bearded group of people. Here at Aviation, I’m constantly striving to improve company culture. We don’t believe in words like, “CEO” or “Boss”. Henceforth, my colleagues will affectionately refer to me as Commander, Captain, or Commandant.”