Ryan Reynolds partners with Proof Drinks in the UK
Hollywood heartthrob Ryan Reynolds has struck a deal with Proof Drinks to distribute his Oregon-made Aviation Gin in the UK to grow its presence in Britain.
Distilled and bottled in Portland, according to Nielsen, Aviation Gin was responsible for 37% of the total gin category growth in the US last year.
The brand is on sale in over 40 countries and has plans for further international expansion this year, with Proof Drinks set to look after its distribution in the UK on and off-trade.
“The UK is a huge priority for us. It’s the most discerning gin market and we’re hopeful the momentum we have around the world and in the UK will help us worm our way into more hearts, minds and Martini glasses across Great Britain,” Reynolds said.
Aviation is already available to buy at over 270 Asda stores and 60 Waitrose outlets in the UK, and is growing its presence at restaurants and bars throughout the country.
“Proof Drinks has a proven track record of nurturing and growing brands through effective sales and nationwide distribution.
“We’re excited to continue the expansion of Aviation Gin in the oldest, most discerning gin market in the world, and we’re thrilled to have Proof Drinks on board to lead those efforts,” said Andrew Chrisomalis, CEO of Davos Brands.
Paul Ferguson, co-founder of Proof Drinks,added: “Aviation is a smooth, quality spirit with a wonderful backstory. We can’t wait to start working with the brand and introduce this American gin to a wider UK audience.”