Aviation Gin To Be Bought By Diageo Making A Stir

Aviation Gin To Be Bought By Diageo

August 18,2020

Spirits giant, Diageo announced on Monday that they are set to pay $610m (£466m) for Aviation American Gin, the brand co-owned by Ryan Reynolds and its majority owner Davos Brands.

Under the terms, Reynolds will remain the public face of the gin brand for the next 10 years and retain a stake. The value of the deal to the actor, who has a reported net worth of $75m (£57m), was not disclosed.

The full price, due in instalments, will depend on future performance. Aviation reported 100% growth in sales volumes last year as demand for premium gin surges globally.

Diageo, which already has Tanqueray and other gins in its stable of drinks brands, has a history of taking control of celebrity-driven spirits.

Reynolds said of his windfall: “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 chief executive, Ivan Menezes, said of the deal: “We are delighted to announce this transaction, which supports our participation in the super-premium gin segment in the US.

“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.”

Aviation Gin To Be Bought By Diageo Making A Stir


February 29,2024

Global tequila brand Jose Cuervo has unveiled its 2024 collector’s box for Reserva de la Familia Extra Añejo, a collaboration created with Celebrated Mexican Sculptor, Goldsmith, and Leatherer, Ana Pellicer.

Jose Cuervo has been working with globally celebrated Mexico-based artisans for three decades, resulting in nearly thirty uniquely crafted limited-edition Reserva de la Familia Extra Añejo collector’s boxes.

The choice of Ana Pellicer continues this legacy as her work is celebrated globally and has been featured in some of the world’s most prestigious cultural institutions, including the New York Museum of Modern Art (MoMA) and the Sculpture Garden of the Museum of Modern Art in Mexico City.

“I’ve long admired the craftsmanship, philosophy, and, of course, the quality of Reserva de la Familia, but what I’ve found most special about this precious tequila is how it embodies familial strength,” said Pellicer.


“To be selected as the designer for this year’s collector’s box is a tremendous honour. I am proud to create artwork that represents the colours, shapes and tone of one of Mexico’s most iconic landscapes for one of the world’s most celebrated tequilas.”

To create this year’s design, Pellicer utilized an artistic technique called “tempera,” an ancient medium that involves painting with pigments bound in a water-soluble emulsion to create a satin sheen finish with rich tones and colour depth. The result is a design that features the burnished reds and shining ochres of copper present in the landscape of Tequila, Mexico.

Entitled “Insatiable Transparencies of a Historic Landscape”, the work stands as a testament to Pellicer’s interpretation of the birthplace of tequila, serving as a captivating reflection of one of Mexico’s most celebrated cultural pillars.

Reserva de la Familia Extra Añejo is the award-winning pinnacle of the Cuervo portfolio. Every step in creating this exceptional tequila is done with meticulous care, following an artisanal process handed down over generations.

For more information, go to

Aviation Gin To Be Bought By Diageo Making A Stir


February 27,2024

Singapore’s legendary cocktail destination, Atlas, will launch its inaugural ‘Atlas Chronicles’ as part of the bar’s 7th birthday celebrations.

The quarterly party night, which will start Sunday, 24th March, will host some of the biggest names in the global cocktail scene, and there will be live entertainment.

Each volume of the Atlas Chronicles will feature a blockbuster guest bartender and a special theme, which will transform the grand Art Deco lobby into a pulsating party venue and offer guests the unparalleled opportunity to experience Atlas in a way like never before.

Chronicles Volume One, next month, will feature Iain McPherson from Edinburgh, UK’s world-famous Panda & Sons (#39 World’s 50 Best Bars 2023), known for its pioneering bartending techniques. Guests are invited to a ‘Panda Party’ that will feature innovative cocktails from the guest bar, ATLAS signatures and delectable bites.

“As we celebrate our 7th Anniversary, we’re excited to reveal a wonderful new series of events designed to offer guests an entirely new kind of ATLAS experience,” said Head Bartender Lidiyanah ‘Yana’. “Get ready for an evening filled with cocktail party magic at ATLAS!

“Join us for Panda & Sons – don your Black & White attire as we let our hair down and welcome Iain McPherson with his warm Scottish hospitality. We’re all about encouraging dancing and promise a lively party atmosphere!”

Tickets for Chronicles Volume One include two food or drink tokens as well as entry to the event; additional tokens can be purchased on the night. Alongside the innovative drinks from Panda & Sons, the Atlas bar team will be serving cocktails from their newly launched menu, and guests can enjoy delectable bites such as Atlas Baos.

Ticket to the event can be purchased via

Aviation Gin To Be Bought By Diageo Making A Stir


February 27,2024

OUL, the bar at the Four Seasons Hotel in Seoul, has collaborated with Korean photographer and visual artist Jinju Kang on an exhibit of the symbolism of rice in Korean culture.

As part of the OUL X Local Artisan collaboration, guests can savour a fusion of visual, culinary and cocktail art – including an exhibition of Jinju Kang’s photography and rice-inspired cocktails.

“OUL is the perfect setting for this artistic exploration of rice, and Jinju Kang, the ideal visual storyteller,” comments Four Seasons Hotel Seoul Hotel Manager Michael Cho.

“Spanning the traditional, modern and future-minded, OUL is our homage to all the eras that have shaped the city we love today, and nothing transcends the eras and their meaning here in Korea more than rice,” Cho continued.


photographer and visual artist Jinju Kang

Artfully intended as a sippable complement to Jinju Kang’s creativity, OUL will be serving three unique cocktails made from Korean rice spirits. Merging ancient heritage with modern mixology, Jeju Bom Fizz is a refreshing, zesty highball featuring Jeju Island’s Omegi rice wine infused with green tea, yuzu, honey and seltzer.

An aromatic, invigorating twist on the French 75, Ssal 75 blends mandarin peel-infused gin and orange blossom cordial with sparkling rice wine. Sool Bab is a rich, velvety, creative cocktail with a base of miso butter soju infused with nurungji syrup for a subtle fermented aroma.

Artfully accompanying the inspired cocktails is a unique Korean rice dish of Nurungji Bibim Guksu – a sweet and spicy partnership of five-colour noodles, gochujang sauce and barley miso nurungji chips in a tangy dongchimi broth, served with a sea bream, abalone, cuttlefish and seasonal vegetables.

The collaboration, which will run until March 30, sees a series of contemporary artworks as Jinju Kang trains her lens on the cultural significance of Korean rice, not only reminding locals about the tradition and childhood memories but also definitely intriguing diverse foreigners’ interest.

By focusing on traditional instruments – farmers’ tools, woven baskets, mortars and rice steamers – Jinju Kang explores the journey of rice through the ages and from field to fork. Capturing the cycle of growth, harvest, and renewal, her art reflects the rhythms of life itself.

For more information, go to or connect via Instagram

Aviation Gin To Be Bought By Diageo Making A Stir


February 26,2024

Mexican Tequila brand El Major is set to launch all four of its expressions in the UK and Europe in March this year.

In response to increased consumer demand for premium, artisanal tequilas, the brand will release its award-winning expressions Blanco, Reposado, Añejo and Cristalino variants.

Every bottle of El Mayor is made with 100% estate-grown Blue Weber agave from the valley area of Jalisco, Mexico, cut using the Jicama Jima technique for an unparalleled smooth taste.

Handcrafted with the utmost care by the Gonzalez family, one of Mexico’s most reputable tequila distillers, the individual expressions highlight the incredible flavour profiles of tequila that can be produced, thanks to time-honoured techniques and a four-generation pedigree.

From the increased ageing of El Mayor Añejo in white oak barrels, which provides a level of sophistication designed for slow, contemplative sipping, to El Mayor Cristalino’s twice charcoal filtered añejo tequila which results in a crystal-clear liquid and incredibly well-balanced herbal flavours, each expression’s creation has been a labour of love and source of pride for the Gonzalez family.

Grace Gonzalez, Master Distiller and Brand Ambassador at the helm of El Mayor, upholds the 150 year-family legacy while focusing on innovation. While her father, Master Distiller Rodolfo Gonzalez, quality controls every drop of tequila that leaves the distillery.

“Launching a new product range to market is always a thrill, but the exciting European tequila landscape makes the introduction of El Mayor even more significant,” explained Greg Mefford, International Sales Director for parent company Luxco.

“Premium tequila is experiencing a meteoric rise as people start to realise the spirit’s true provenance and qualities. We’re excited to place El Mayor front and centre within this next chapter of tequila’s history.”

Distribution of El Mayor Tequila (700ml) will be concentrated on high-demand tequila markets, including Britain, Spain, France, and Germany

For more information, go to or connect with the brand via Instagram

Aviation Gin To Be Bought By Diageo Making A Stir


February 23,2024

Celebrity Tequila brand Teremana, founded by by Dwayne “The Rock” Johnson, has become the official premium tequila partner of the Texas Rangers.

Starting this season at Globe Life Field, the multi-year partnership will serve as an extension of Teremana Tequila’s significant partnership with Texas Live! – Texas’ premier entertainment center.

Fans watching the Rangers will have many opportunities to enjoy Teremana on each gameday inside or outside the stadium, including at the Teremana Terrace located in centerfield inside Globe Life Field, at Texas Live!, and through the travelling Mana Mobile.

“We take great pride in knowing that fans will be able to enjoy Teremana while watching the Rangers this season and for many seasons to come,” says Teremana Tequila CEO Richard Black. “The Rangers are a team that shares our values, which is why the partnership is such an important one for us. We all look forward to raising many Teremana Toasts together. Salud!”

As part of the collaboration, Teremana will also be the presenting partner for the Rangers Viva Tejas event series that celebrates Hispanic culture in Texas each month.

“The Texas Rangers could not be happier to have Teremana join our lineup as the team’s Official Premium Tequila — a brand focused on delivering delicious flavour and even better energy,” said Chad Wynn, Vice President of Business Partnerships for the Texas Rangers.

For more information, visit and and follow the brands on social at @teremana and @rangers.

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