(Photo: Aviation Gin)
On Tuesday, Ryan Reynolds expanded his multi-hyphenate acting, sports, cellphone and streaming empire with a new addition to his spirits brand, Aviation Gin.
The release, subtitled Expedition Strength, is bottled at 46.5% ABV, making it the highest-proof gin in the brand's catalog. Though the botanicals used to distill the spirit remain the same as usual, Expedition Strength is said to boast bolder, more concentrated flavors of sarsaparilla, parma violets, bright orange zest and a pinch of spice.
If that sounds like a cup of tea, prepare to strap in for the long haul. The release is rolling out this month exclusively at duty-free travel locations, with a special activation toasting the launch at Barcelona Airport. In other words, you'll have to take the "Aviation" in the brand name literally if you're hoping to take a sip.
"No consumer is harder to reach than the duty-free traveler. Yes, it's a captive audience but it's also walking by at top speed, rushing to a flight or to hastily purchase a neck pillow," Reynolds remarked in a news release. "That's why I am so proud of Aviation Gin Expedition Strength. It's custom built for today's weary traveler and it's the liquid equivalent of a neck pillow."
Prices have yet to be announced for Expedition Strength, though it will reportedly be available only in 1-liter bottles.
It's the first time Aviation has unveiled a wholly new bottling since 2016's Old Tom Gin. Much has changed behind the scenes in the nearly decade since. Diageo, the British conglomerate behind Guinness, Johnnie Walker and Don Julio, acquired Aviation in 2020 in a blockbuster $610 million deal. Reynolds still maintains an "ongoing ownership interest," notably as the brand's very prominent spokesman.
If you've spent any time on the actor's social media feed, you'll know that he's constantly plugging the brand alongside celebrities including Blake Lively, Nick Cannon and Amy Smart. A handful of one-off releases — like a recent batch of Deadpool & Wolverine commemorative bottles — have kept the momentum rolling on liquor store shelves.
For more information on where to find Expedition Strength, check out the Aviation Gin website here.
"We've always strived to create a gin that is a refreshing departure from the ordinary," Diageo Global Travel Managing Director Andrew Cowan added. "Aviation American Gin - Expedition Strength embodies the adventurous spirit of the brand, showcases our commitment to redefining the gin drinking experience, and offers global travelers a bolder, stronger sipping experience."
