(Photo: Aviation Gin)

Diageo is closing the Aviation American Gin Visitor Center in Portland, Oregon, less than three years after opening the attraction as the spirits giant continues to reshape its business amid weaker North American sales, the Fingers newsletter reported Thursday.

The visitor center opened in September 2022, two years after Diageo acquired Aviation American Gin in a deal worth up to $335 million. The brand is closely associated with actor Ryan Reynolds, who invested in Aviation Gin in 2018 before its sale to Diageo.

“After carefully reviewing our manufacturing footprint, we have decided to shift volume from our bottling and blending operations in Portland, Oregon to another facility,” a Diageo spokesperson said, as reported by Fingers. “This decision is part of our efforts to continue building resiliency and efficiency across our North America supply network, while supporting growth ambitions for our Aviation American Gin brand. Our visitor center – including its tasting room, draft cocktail bar, gift shop and distillery – will remain open and continue to be an important destination in the area.”

Diageo has not yet disclosed when the visitor center will officially close or how many jobs will be affected. The company also has not confirmed where Aviation Gin is currently being produced, though industry reports indicate blending and bottling operations were moved from the Oregon facility to another Diageo site last year.

Originally launched in 2006 through a partnership between bartender Ryan Magarian and House Spirits Distillery, Aviation Gin was acquired by Davos Brands in 2016 before Diageo purchased the brand in 2020. Reynolds’ wife, actor Blake Lively, also has ties to the beverage industry through her Betty Booze ready-to-drink cocktail brand.

The closure comes as Diageo undertakes broader cost-cutting efforts under CEO Dave Lewis, who took over at the beginning of 2026. The company has reportedly instructed executives to reduce headcount and expenses across the business.

The move also follows Diageo’s decision to wind down its Distill Ventures investment arm, which previously backed Oregon whiskey producer Westward; the 2025 closure of Chase Distillery’s visitor site in England after production was moved to Scotland; and production pauses at multiple distilleries.

Diageo has faced mounting pressure in North America, its largest market. During the three months ended March 31, 2026, the company’s U.S. spirits sales declined 15.4%, with its tequila portfolio posting double-digit declines amid softer consumer demand and increased competition.