The Process | Aviation Gin

Count on Ryan Reynolds to overtake a boutique gin brand and slather his annoying flawless face all over everything. Reynolds is now the owner and the face of the American gin brand and his lack of seriousness is evident in just about everything he does for the Portland, OR company. No doubt sales have skyrocketed, as a result, and men everywhere are consuming it in hopes that some of his charisma and good looks will rub off. Now, Aviation has released a video that showcases the magic behind how Aviation Gin is made. The rather unorthodox methods shown in “The Process” are as entertaining as they are utterly false, but who really cares? Hipsters with ZZ Top-like facial hair pound juniper berries into oblivion, and someone impersonating Sarah McLachlan’s torso fake strums a guitar for that ethereal touch. Regardless of the intentional disingenuousness, the result is marketing brilliance.