Aviation Gin to ‘disrupt’ UK market with expansion plans

Ryan Reynolds’ Aviation Gin brand is seeking to expand its presence in the UK with a multi-million-pound investment.

The American gin brand, which was acquired by Deadpool actor Reynolds in February 2018, has “continued its rapid growth” and is now targeting the UK market.

According to the brand, Aviation is responsible for at least 30% of the gin category’s growth in the US.

Aviation Gin is now available in more than 40 countries with “further plans for international expansion on the horizon”.

In the UK, the brand is available in more than 270 Asda stores and 60 Waitrose outlets. It has also expanded its presence in the UK on-trade.

Aviation Gin held a number of activations during London Cocktail Week last month, including a tiki bar takeover at Trailer Happiness.

Daniel Mandelbaum vice president of marketing for Davos Brands, said: “We want to disrupt the UK gin category by firmly establishing Aviation American Gin as a key player in the super-premium gin sector.

“The craft gin scene in the US is booming and Aviation is leading this growth with a quality spirit that gives traditional gins a run for their money. With these new listings we’re confident Aviation American Gin will reach lofty new heights.”

Britain’s on-trade gin sales increased by 56% to £1.4 billion (US$1.7bn) in the year to mid-May 2019, according to research from CGA.

The Wine and Spirit Trade Association predicts that domestic sales of UK gin will surpass the 100 million bottle mark in the next 12 months.

Reynolds added: “Aviation American Gin is the best damn gin on the planet, and I look forward to proving that in the most discerning gin market on the planet, Great Britain.”

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Author: Nicola Carruthers {authorlink}