Ryan Reynolds’ Snarky Out-of-Office Emails Are So Popular, They Melted His Gin Brand’s Servers

The star and investor has found a new source of marketing gold

Jimmy Fallon asked Ryan Reynolds to read from one of his out-of-office emails this week on The Tonight Show. The Tonight Show
Headshot of David Griner

Ryan Reynolds doesn’t mind telling you his email address. In fact, he just shared it on national television.

There’s just one problem if you’re trying to reach the actor turned owner of Aviation Gin: He’s rarely at his desk. Perhaps because he doesn’t have a desk.

In recent months, Reynolds has been using his out-of-office emails as a creative and surprisingly effective marketing tactic for the gin brand he bought a stake in earlier this year.

Anyone who emails Ryan@AviationGin.com is guaranteed a response—well, assuming the brand’s email servers aren’t currently on fire. On Tuesday, the influx of responses from Reynolds’ appearance this week on The Tonight Show Starring Jimmy Fallon melted the small brand’s servers. About 20,000 emails had come in over a one-day period.

The brand reports that Reynolds’ cleverly written emails have helped generate not only public attention, but also the interest of retailers and restaurants that might want to start carrying the gin.

“Great marketing is simple,” says Andrew T. Chrisomalis, CEO of Aviation Gin parent company Davos Brands. “The best marketing is also real and personal. Ryan’s OOO emails are just that—and vintage him: self aware, super clever and of the moment. They are his voice and have become a conversation—and an IT problem! And they have caught the attention of our business customers, restaurant/bar owners and retailers alike, as well as Aviation consumers.”

Haven’t gotten an email bounceback from Reynolds yet? Here’s a look back at the four he’s written so far, starting with the first.

February 2018:

From: Ryan Reynolds <Ryan@aviationgin.com>

Thank you for your email and interest in Aviation American Gin! I’m away from my desk at the moment but will respond the moment they give me a desk.

About a year ago, I tried Aviation for the first time. Since that day, I’ve spent my time finding some way to infiltrate the company. I did this for one simple reason:  It’s the best damn gin on the planet. Period.

My responsibilities here at the company are vast. I’ll spend my days being photographed intermittently clinching my jaw muscles while pointing at things and nodding. I’ll drink Aviation Gin. I’ll sit in board meetings, imagining my very own Red Wedding.

I don’t know whose idea it was to allow me into the gin business, but I can assure you, there are smarter, more reasonable people in charge.

Thank you again for your email… If the matter is urgent, please contact my secretary, Bruce, who’ll respond the moment I get a secretary named, Bruce.

June 2018:

From: Ryan Reynolds <Ryan@aviationgin.com>

Thanks for your email. As the owner of Aviation American Gin, I take all emails seriously. Especially ones with pictures.

This is only my 2nd OUT OF OFFICE REPLY. From what I’m told, it should be short, sweet and NEVER overly personal or emotional.

Owning a gin company has been one of the great privileges of my life. And while it won’t quite make up for the nonexistent relationship I had with my father, it always warms my heart to see others celebrating paternal relationships which have been built on trust, warmth, and totally natural amounts of eye contact. That’s why this Father’s Day is the perfect time to give your dad the best: Aviation American Gin.

While my own father may be long gone, the unspoken tension we shared is alive and well. But let me tell ya… if I could turn back time, I wouldn’t be pouring Aviation Gin over his grave in the middle of the night. No sir… I’d be sittin’ across from him, clinking glasses and having an effervescent giggle about the fact I now own the finest Gin company on planet earth. He might say stuff like, “Hey, this Gin is pretty damn good” and “Boy howdy, that’s a gorgeous looking bottle” or, “I’ve never mentioned this before, but… you’re enough.”

This Father’s Day, you may not be able to give Dad a second chance, but you CAN get him a bottle Aviation American Gin. Or, if he died before either of you could even begin to comprehend the importance of closure, just get yourself a bottle.

Happy Father’s Day,

Ryan Reynolds

July 2018:

From: Ryan Reynolds <Ryan@aviationgin.com>

I will be out of the office celebrating Canada Day (July 1), World UFO Day (July 2nd), Tom Cruise’s Birthday (July 3rd) and July 4th (July 4th.) It’s also National Picnic Month so let’s just reconnect in August, shall we?

Between now and then, I recommend escaping the summer heat with a delicious Aviation & Tonic. Here’s my recipe:

2 oz Aviation American Gin
4 oz Tonic Water
1 Lemon Wedge
1 Lime Wedge

1 Teaspoon of Green Lantern Tears (optional)

Also, a lot of you have asked where you can find Aviation Gin, so I had the whizzes in our website department whip up this locator aviationgin.com/locator

August 2018:

From: Ryan Reynolds <Ryan@aviationgin.com>

Thanks for your email but unfortunately, I am out of the office on official business. I really can’t say more than that. It’s official. It’s business. And that’s that.

I can elaborate a little. I’m in New York.

In the vicinity of 30 Rockefeller Center.

Hint: Somewhere on the 7th floor. In studio 6B. Sitting on a grey chair. Lost in the eyes of Dreamy McDreamboat. That’s right!!! I guessed it. I’m on Jimmy Fallon!

Can you believe it? My “official business” is being on Jimmy Fallon, talking about Aviation Gin. How the hell is this considered business? Or for that matter, “official”? Aviation is the best damn gin on the planet and owning this company is turning out to be the best damn job on the planet. Why? I’ve got THREE reasons:

1) I get unlimited access to gin.

B) I get to tour the country asking the wonderful people of the spirits industry to stock our product.

iii) I get unlimited access to gin.

But really, the best thing is being on Jimmy Fallon. It’s so exciting because holy shit… are the puppets on Sesame Street considered Muppets? Sorry. Mind wandered for a minute there. I’m back now. Well, not BACK, as in back in the office. Still away from my nonexistent desk…

Anyway, fun times. I’ll be in touch as soon as I return from my Jimmy Fallon and Muppets high.

To learn more about his experience as a gin brand owner, you can check out Reynolds’ Tonight Show appearance here:

@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."