Aviation Gin

Aviation Gin

Bastien

Della Monica

Document 1 : Ryan Reynolds' Gin Company has just been sold for $ 610 million to Diageo Company.

Today, British spirits giant Diageo - which owns notable brands like Johnnie Walker,

Smirnoff and Tanqueray announced the acquisition of Gin Aviation from Davos Brands with an upfront payment of $ 335 million, with an additional $ 275 million on the table based on the brand's performance over the next decade.

Aviation Gin was founded in Portland in 2006 by Christian Krogstad and Ryan Magarian, who sought to develop a dry gin made in the USA  lighter on the juniper flavor with a milder finish than some other varieties.

Thanks to its wry humor and quality, the product took off to become the second largest alcohol brand in the United States.

Document 2 : This document is an advertisement for Aviation Gin which introduces us to a woman called Arlene Menko, a woman born February 29, 1936. This date is special because she can only celebrate her birthday once every four years.

So she got married when she was 5 since she celebrates her birthday every 4 years. In theory, you have to wait until you are 21 to be able to drink alcohol in the United States.

However, the young lady could not legally buy alcohol yet, which is why she tried to disguise herself so that she could buy it, but unfortunately she never succeeded.

From January 29, 2020 Arlene celebrated her 21st birthday and can therefore finally discover the alcoholic drink, and for that she did not choose just any drink, she chose “Aviation Gin” an incredible drink according to her.

Stratégie de l’entreprise : Aviation Gin uses a humor-based communication campaign, which sets it apart from its other competitors. As we can see in the advertisement, Aviation Gin presented an iconic and funny character to recall their humor. It is thanks to this humor-based strategy that Aviation Gin is the second largest alcohol brand in the United States.

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