Light as a Feather, Stiff as a Drink with Adrian Molina of Aviation Gin

Bottoms up, 'Splainers, (a working fan group name we're playing around with), because our new episode will leave you shaken (with laughter) and stirred (emotionally). Our guest this week is Adrian Molina, the Senior Brand Manager for Aviation American Gin—a renegade brand that has become a household name, re-energized an entire segment, and used self-aware, tradition-bucking humor to do it.  Besides being known as ‘Ryan Reynolds’ gin, Aviation Gin is the world’s highest-rated gin (97 points by Wine Enthusiast) and helped establish a new style of American gin—softer and smoother, with juniper in the background and citrus and floral notes in the front—resulting in more balanced cocktails. Or as Ryan Reynolds described the gin’s taste on Twitter in 2018, "If heaven and laughter made a baby while watching Titanic. But wetter." Created by a unique bartender/distiller partnership, Aviation is crafted in small batches in Portland, Oregon. Adrian was recently named one of Adweek's "2020 Young Influentials Who Are Shaping Media, Marketing, and Tech," and has over 10 years of branding and marketing experience in the wine and spirits industry.  We got to drink from his cup of knowledge as he spilled insights like:

• How to bring excitement and energy to a brand that’s in a heritage-heavy industry
• How to leverage pop culture humor into your brand
• Ryan Reynolds’ creative process and comedic direction when it comes to ad campaigns and creative stunts
• The story behind their Peloton parody ad last year, 
• How to balance brand consistency with a sense of spontaneity and surprise
• The dirt on their viral social stunt this year, onlygins.com 
• How critical it is to have a deep and intimate understanding of your brand’s personality and what they would or wouldn’t say
• Adrian’s Aviation Gin tattoo
• Why comedy is the key to making sure people don’t feel ‘sold to’
• What it’s like to get roasted by Hugh Jackman
• The importance of self-awareness and empathy when infusing humor into your branding and marketing
• How many legs Grimace has
• The power of creative branding to inspire creativity from your audience (and in Aviation’s case, fan art)
• How Aviation leverages a candid, ‘unmarketing’ tone of voice
• Why Ryan Reynolds hired a plane to fly by Adrian’s apartment during the interview. (Okay, allegedly.)
• The power of inside jokes to make a consumer feel seen and excited

P.S., the Aviation Cocktail Ingredients are as follows:

• 2 ounces gin
• 1/4 ounce maraschino liqueur
• 1/4 ounce ​crème de violette
• 1/2 ounce ​lemon juice (fresh)
• Garnish: flamed lemon peel

To keep up with Adrian and Aviation, visit @aviationgin or @theadrianmolina on social. Minute markers for your skimming pleasure (how dare you): 9:58 Spiller Qs15:45 Branding Qs