Ryan Reynolds helped turn Aviation American Gin into one of Hollywood’s most recognizable celebrity-backed liquor brands, but one of its most ambitious attractions has quietly reached the end of the road.
The closure of the brand’s Portland tasting room marks a notable shift for the business, raising questions about changing consumer habits, the spirits industry, and what comes next for Reynolds’ longtime investment.
Visitors hoping to tour Aviation American Gin’s Portland tasting room will no longer have the opportunity after the facility officially welcomed its final guests on June 28.
The venue, which opened in September 2022, was created as an immersive destination where fans could sample Aviation’s products, learn about the distilling process, and experience the brand beyond a bottle on a store shelf. Reynolds once memorably described it as a “Disneyland for adults,” reflecting the playful marketing style that has long defined his partnership with the company.
As news of the closure spread, a farewell message posted at the entrance thanked supporters for their years of patronage.
“Thank you for all the memories, Portland. Stay weird,” the sign read, according to Willamette Week.
Although the visitor center has shut down, the Aviation American Gin brand itself is not disappearing.
Ryan Reynolds’ Gin Business Faces Changing Market Conditions
The closure comes during a challenging period for the U.S. spirits market.
Aviation American Gin is co-owned by global beverage company Diageo, which acquired the brand in 2020 while Reynolds remained a co-owner and one of its most recognizable ambassadors. Since then, the actor has continued promoting the label through his trademark humor, helping Aviation stand out in the increasingly crowded celebrity spirits space.
Diageo recently reported weaker U.S. spirits sales, with industry publication The Spirits Business noting a 15.4% decline in the company’s U.S. spirits business during the January-to-March period.
In a statement explaining the Portland closure, a Diageo spokesperson said, “After careful consideration, we have made the difficult decision to close the Aviation American Gin Visitor Center in Portland, Oregon.”
The company added, “This decision reflects evolving business needs, as we continue to support growth ambitions for our Aviation American Gin brand.”
Diageo also emphasized that the label remains an important part of its portfolio, saying, “Aviation American Gin remains an important part of Diageo’s portfolio and we are committed to the brand, our customers and consumers.”
Rather than ending production altogether, the company confirmed manufacturing has been transferred to an existing facility outside Portland.
Ryan Reynolds Helped Transform Aviation Into A Global Brand
Long before celebrity alcohol brands became commonplace, Reynolds saw potential in Aviation American Gin.
He invested in the company in 2018, becoming both a co-owner and the public face of the brand. His witty commercials and social media campaigns helped Aviation carve out a unique identity, blending dry humor with premium branding.
The investment also fit Reynolds’ broader business strategy. Beyond acting, he has built a reputation for backing consumer brands with unconventional marketing, including successful ventures in telecommunications, sports ownership, and production.
Founded by Portland’s House Spirits Distillery in the early 2000s, Aviation had already earned a loyal following before Reynolds joined. His involvement dramatically expanded its visibility, ultimately leading to Diageo’s acquisition while keeping Reynolds involved as a partner.
The Portland visitor center became an extension of that strategy, giving consumers an in-person experience designed to strengthen the connection between the brand and its fans.
Portland’s Challenges Add Another Layer To The Story
The timing of the closure has also drawn attention because of Portland’s changing business climate.
Since 2020, the city has faced well-documented struggles involving crime, homelessness, and quality-of-life concerns that have affected residents and businesses alike. While violent crime has fallen from recent highs, debates over public safety and downtown recovery have continued.
Recent local polling has also suggested many residents have considered relocating in the coming years, reflecting broader concerns about the city’s future.
Diageo has not cited those issues as the reason for closing the visitor center, instead pointing to evolving business priorities. Still, the decision arrives against the backdrop of a city that continues working to rebuild foot traffic and consumer confidence.
Ryan Reynolds’ Investment Story Is Far From Over
Although the visitor center has closed, Aviation American Gin remains available nationwide, with its flagship expression and Cranberry & Blood Orange variety continuing to be sold at retailers.
For Reynolds, the latest development represents a business adjustment rather than an exit.
Celebrity-backed alcohol brands have become increasingly competitive in recent years as consumer spending has softened across parts of the beverage industry.
Companies have responded by streamlining operations while focusing resources on areas expected to deliver stronger long-term growth.
The closure of Aviation’s Portland attraction may bring an end to what Reynolds once called his “Disneyland for adults,” but it does not signal the end of his relationship with the brand.
Instead, it reflects how even successful celebrity ventures must adapt to shifting market conditions. While one chapter has closed in Portland, Aviation American Gin’s owners are making it clear they still see a future for the label, even if that future no longer includes the visitor experience that once served as the brand’s showcase.
