British Airways and Ryan Reynolds say sit back, relax and enjoy Aviation American Gin

Ryan Reynolds-backed brand Aviation American Gin has entered into a new partnership with British Airways. The announcement includes a new ad featuring Reynolds, in which the actor provides some very poor advice about how to respond in the event of a mid-flight emergency.

Aviation American Gin, true to its name, is taking to the skies. Today, the brand – which is backed by adland darling Ryan Reynolds – announced a new partnership with British Airways, which will include onboard product offerings. News of the partnership arrives just a few months before British Airways is slated to begin offering a new route to Portland, Oregon – Aviation Gin’s hometown.

Aviation American Gin – “the world’s highest-rated gin,” according to the brand – was founded in Portland in 2006. Reynolds became a co-owner in 2018, and the company was purchased two years later by industry giant Diageo for the princely sum of $610m. The purchase agreement stipulated that Reynolds will continue to be the public face of the brand until 2030.

The new partnership between Aviation American Gin and British Airways arrives squarely in the middle of two other announcements from the airline: in October of last year, it opened its Club Lounge in JFK airport; and on June 3 of this year, it will begin offering a new route to Portland, Oregon. The new flights will be available five days per week.

As part of the agreement, Aviation American Gin will now be available to British Airways passengers. “We hope our customers join us in celebrating, with a refreshing gin and tonic,” said Gareth Williams, international brand director at Aviation American Gin. “We’re so excited to get on board with the UK flag carrier British Airways and take Aviation American Gin to new heights – the sky. Through this partnership, we’re keen to enhance each traveler’s experience with a deliciously refreshing Aviation Gin cocktail for flyers to enjoy on journeys near and far, offering an American twist on this quintessentially British drink."

Today’s announcement was accompanied by a short video spot featuring Reynolds, in which the Deadpool star deployed some of his trademark humor – which can often be as dry as his gin. In the ad, released today on the gin company’s social and called ‘Rejected airline safety video,’ Reynolds spoofs the typical pre-flight safety tutorial. “This aircraft is equipped with Aviation American Gin,” he says, holding a small shooter of the liquor. “Please ensure that your seatbelt is fastened whenever drinking it. Spilling even one drop of the world’s highest-rated gin will result in you being duct taped to your seat for the remainder of the flight.”

For more, sign up for The Drum’s daily US newsletter here.