Page 16 - Food&Drink magazine April 2022

BEVERAGE BUSINESS
The new blockbuster
Turning to alcohol as a rather lucrative side gig between blockbuster hits is a side hustle becoming increasingly popular amongst Hollywood’s elite. Travis Tober from Aviation Gin – the spirit of Ryan Reynolds – lists his 10 most iconic celebrity owned alcohol brands.
gin on the planet”. As part- owner, creative director, and face of the gin Reynolds has worked tirelessly to grow
the label’s credentials and reputation. And it worked,
in 2020, Aviation was valued at a cool $610 million. The spirit itself is a contemporary style gin with less-focus on juniper flavour and more
emphasis on a clean finish.
2818 TEQUILA
Leaning into the entrepreneurial nature that
runs throughout her family, Kendall Jenner
ventured into the business world via the launch of her
own alcohol brand 818. Working closely with family-owned farms in Jalisco, Mexico, to create a smooth, tasty tequila, the spirit pays homage to her home in San Fernando Valley which sits in the area code (you guessed it) 818.
3CASAMIGOS TEQUILA Originally Casamigos
was only for friends and family, but eventually the founding duo George Clooney and Rande Gerber decided to share it with the world. Now one of the most highly regarded tequila labels worldwide, Casamigos regularly cleans up in awards, winning numerous gold medals at spirits competitions.
4KING ST. VODKA Through the desire to create a spirit suited for every joyous occasion, Kate Hudson founded King St. Vodka, establishing it as the first female-led craft spirit company as well. Gluten free, non-GMO, distilled seven times, and crafted with alkaline water, Kate says the vodka was inspired by her memories of hosting and living in King Street, NYC.
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drinkers and friends Cameron
WHEN it comes to the big names of Hollywood, endorsements and commercials are one thing, but the fact so many are starting up their own wine and spirit companies is a testament to the demand for premium alcohol, as well as reflecting new and interesting ways in which consumers want to connect with their favourite celebs.
At Aviation, over the past four years as the director of education behind the brand, I’ve seen the synergy between Ryan Reynolds and a strong American gin truly take flight (mind the pun). Ever since he bought into Aviation and injected such inimitable character to the brand’s marketing, we have witnessed it rise to one of the fastest growing
Once Ryan was on board and creating thoughtful, funny content the conversation went from, “have you heard of Aviation Gin” to “I know you’ve heard of Aviation Gin, but this is why it’s the most mixable, cocktail friendly gin in the world!”. To say the least, my job has gotten easier in the last few years, that’s for sure.
“ Consumers are prepared to pay for premium alcohol brands, especially when they see notable faces not only drinking the alcohol but playing an active role in its production, from the base notes through to the label design.”
What’s in it for them? An investment, of course, but also the opportunity to ride trends, build their audience, and remain relevant. Consumers are prepared to pay for premium alcohol brands, especially when they see notable faces not only drinking the alcohol but playing an active role in its production, from the base notes through to the label design.
brands in its category across the US. Ryan approached us as a genuine advocate and believes in the beautiful spirit we serve up internationally.
Personally, having been with the brand since 2012 and watching it grow from a tiny “bartender’s handshake” type gin to what is now a globally recognised spirit, has been an amazing experience.
Now a needle in the growing haystack, I think it best to share my take on some of the other most iconic celeb alcohol brands you can add to your home bar cart today.
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first bought into boutique gin distiller Aviation in 2018, he called it, “the best damn
16 | Food&Drink business | April 2022 | www.foodanddrinkbusiness.com.au
AVIATION GIN
When actor Ryan Reynolds
AVALINE WINE
Self-proclaimed discerning