Ryan Reynolds is taking his alcohol game to the next level.
Beverage company Diageo has purchased Aviation American Gin in a deal worth up to $610 million, with an upfront payment of $355 million and a potential of $275 million more based on performance.
The gin was introduced in 2006; Reynolds became an owner and creative director in February 2018.
“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,” he said in a statement about the sale. “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.”
Diageo is no stranger to massive deals involving celebrities. In 2017, it bought George Clooney’s Casamigos tequila for $700 million, plus a potential $300 million based on brand performance.
Reynolds has already set his email “out of office” reply now that the company has sold.
Should someone email him, the reply they will get reads, “Thanks for your email. I am currently out of the office but will still be very hard at work selling Aviation Gin. For quite a long time, it seems.”
“In related news, I just learned what an ‘earn out’ is… And I’d like to take this opportunity to apologize to everyone I told to go f**k themselves in the last 24 hours. My lawyers just explained how long it takes to achieve an ‘earn out’… so… turns out I’m not as George Clooney as I thought. The point is, to those listed below, I’m sorry… and I’ll indeed be needing your help in the coming months and years. Thanks in advance!”
Reynolds then named a long list of people, including, “Mom, Blake, Peter, Diageo CEO, The Rock, George Clooney, Southern Glazer’s, Betty White, TGI Friday’s, Baxter, Calisthenics, AMC Theaters, Total Wine, The Number 8, Don Saladino, Darden, The Head of Alfredo Garcia, Soothing Lavender Eye Pillows.”
He signed off the letter as, “Ryan Reynolds. Owner? Aviation American Gin.”