Company With Plant In Plainfield Buys Ryan Reynolds' Gin Brand

PLAINFIELD, IL — Diageo, with its largest North American bottling operation in Plainfield, is acquiring actor Ryan Reynolds' Aviation Gin brand in a $610 million deal. This includes an initial payment of $335 million and a further potential consideration of up to $275 million based on the performance of the gin business over a ten- year period, the company announced in a release Monday.

Reynolds will retain ownership interest in Aviation American Gin, which has thrived under the leadership of its majority owner, Davos Brands, and the creative direction of Reynolds. Through this acquisition, Diageo is also acquiring the other brands in the Davos Brands’ portfolio consisting of Astral Tequila, Sombra Mezcal and TYKU Sake.

According to the release, Aviation American Gin is the second-largest and one of the fastest-growing brands within the super-premium gin segment in the United States.

"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," Reynolds said in the release. "Growing the brand with my company, Maximum Effort Marketing, has been among the most fulfilling projects I’ve ever been involved with. I want to thank Diageo for their incredible team and passion. We’re so excited for the next chapter of Aviation Gin, which, I promise, will require just as little reading."

In 2013, Diageo had unveiled a $120 million expansion at its Plainfield facility, located at 24440 W. 143rd St. The plant opened in 1966 as a gin distiller and bottling facility, with five bottling and packaging lines. According to the Will County Center for Economic Development, it has access to highly skilled workers and is among Will County's largest employers, with an estimated staff of 581 as of February.

Diageo's Plainfield plant was also named one of the 2014 Best Places to Work in Illinois by the Daily Herald Business Ledger, in partnership with the Human Resources Management Association of Chicago, the Illinois State Chamber of Commerce and the Workforce Boards of Metropolitan Chicago as part of a program managed by Best Companies Group.

The deal with Reynolds falls slightly short of the one the company struck with actor George Clooney, businessman Rande Gerber and real estate tycoon Michael Meldman, purchasing the trio's super-premium tequila, Casamigos. Diageo purchased the brand for $700 million in 2017, but Clooney and his pals could net another $300 million based on its performance over the next decade.

Ivan Menezes, Chief Executive of Diageo, said they are "delighted to announce this transaction, which supports our participation in the super premium gin segment in the United States."

"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," he said. "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."

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