Blab Business
Diageo to Shut Aviation American Gin Visitor Center in Portland After Three Years
Diageo has announced that the Aviation American Gin Visitor Center in Portland, Oregon, will close at the end of this year. The facility, which opened its doors in September 2022, has been a flagship marketing and experiential venue for the brand, but the company says the move reflects “evolving business needs” as it refocuses on its growth strategy for Aviation American Gin.
The visitor center was built as part of Diageo’s broader push to deepen the gin’s footprint across the United States. A Diageo spokesperson said the closure was a consequence of shifting priorities, adding that the company remains “committed to the brand, its customers and consumers.” The decision comes after Diageo purchased Aviation American Gin in 2020 and has since repositioned its production assets.
Production of the gin already migrated away from the Portland site in 2025, when Diageo moved bottling and blending operations to a different company‑owned distillery. The Spirits Business has asked the firm for details on the visitor center’s shutdown timeline and the number of jobs that will be affected; Diageo has yet to confirm how many employees will lose their positions.
The brand’s roots trace back to 2006, when Christian Krogstad and Ryan Magarian founded Aviation American Gin in Portland. The company was sold to Davos Brands in 2016 and acquired by Diageo in 2020. Actor Ryan Reynolds, who invested in the gin in 2018, continues to serve as a public face for the product.
Diageo’s restructuring is not limited to the visitor center. Dave Lewis, who joined the company as chief executive from Tesco in early 2026, has reportedly instructed senior leaders to trim headcount and cut costs. In the United States, spirits sales fell 15.4% in the three months to March 31 2026, while the tequila business suffered a double‑digit decline.
Other Diageo units are also feeling pressure. The company’s Distill Ventures investment arm, which had funded Westward Whiskey since 2018, was shut down. Westward Whiskey has since avoided bankruptcy after a private‑investment rescue. Meanwhile, Diageo’s Irish operations announced that 150 jobs are at risk.
The gin portfolio has seen further consolidation. Diageo moved production of Chase Gin and its vodka line to the Cameronbridge Distillery in Scotland after closing its Herefordshire site in January 2025.
Today, the Aviation American Gin website no longer displays an open status for the visitor center, and Diageo has not yet disclosed where the brand is currently being produced. The Spirits Business is awaiting confirmation on both fronts.
The decision to shut the visitor center fits into a broader effort by Diageo to align its operations with market realities. North American sales challenges, coupled with a need to reduce operating costs, have prompted a series of divestments and production relocations. Investors will watch closely to see how the company balances brand heritage with operational efficiency. Upcoming earnings reports and regulatory filings are expected to shed further light on the financial impact of these changes and the firm’s strategic direction.
The visitor center was built as part of Diageo’s broader push to deepen the gin’s footprint across the United States. A Diageo spokesperson said the closure was a consequence of shifting priorities, adding that the company remains “committed to the brand, its customers and consumers.” The decision comes after Diageo purchased Aviation American Gin in 2020 and has since repositioned its production assets.
Production of the gin already migrated away from the Portland site in 2025, when Diageo moved bottling and blending operations to a different company‑owned distillery. The Spirits Business has asked the firm for details on the visitor center’s shutdown timeline and the number of jobs that will be affected; Diageo has yet to confirm how many employees will lose their positions.
The brand’s roots trace back to 2006, when Christian Krogstad and Ryan Magarian founded Aviation American Gin in Portland. The company was sold to Davos Brands in 2016 and acquired by Diageo in 2020. Actor Ryan Reynolds, who invested in the gin in 2018, continues to serve as a public face for the product.
Diageo’s restructuring is not limited to the visitor center. Dave Lewis, who joined the company as chief executive from Tesco in early 2026, has reportedly instructed senior leaders to trim headcount and cut costs. In the United States, spirits sales fell 15.4% in the three months to March 31 2026, while the tequila business suffered a double‑digit decline.
Other Diageo units are also feeling pressure. The company’s Distill Ventures investment arm, which had funded Westward Whiskey since 2018, was shut down. Westward Whiskey has since avoided bankruptcy after a private‑investment rescue. Meanwhile, Diageo’s Irish operations announced that 150 jobs are at risk.
The gin portfolio has seen further consolidation. Diageo moved production of Chase Gin and its vodka line to the Cameronbridge Distillery in Scotland after closing its Herefordshire site in January 2025.
Today, the Aviation American Gin website no longer displays an open status for the visitor center, and Diageo has not yet disclosed where the brand is currently being produced. The Spirits Business is awaiting confirmation on both fronts.
The decision to shut the visitor center fits into a broader effort by Diageo to align its operations with market realities. North American sales challenges, coupled with a need to reduce operating costs, have prompted a series of divestments and production relocations. Investors will watch closely to see how the company balances brand heritage with operational efficiency. Upcoming earnings reports and regulatory filings are expected to shed further light on the financial impact of these changes and the firm’s strategic direction.
