Diageo has commenced the global travel retail debut of its Aviation gin brand.
The launch, announced this week, is being led by a channel-exclusive version of the gin. Aviation American Gin Expedition Strength carries an ABV of 46.5% – the domestic expression is 42% – and has been available since “this summer” in a 1-litre pack format.
When contacted by Global Drinks Intel, a company spokesperson confirmed the SRP of the extension as US$50/EUR55..
Aviation, which came under Diageo’s control through the acquisition of parent company Davos Brands in 2020, will join Tanqueray in the group’s proposition for GTR. According to the company, Tanqueray is the “number one premium gin in travel retail”.
The American gin was founded 18 years ago in Portland, Oregon, with actor Ryan Reynolds becoming an investor in 2018.
According to recent IWSR data, the gin category was down in volume terms in GTR last year by 3%. Gin’s largest market in the channel is the UK, which in 2022 accounted for almost 12% share.
