Aviation Gin Closes Portland Visitor Center as Market Shifts

The facility, which opened in September 2022, aimed to pull fans directly into the distilling process and the brand’s signature irreverent culture. While a farewell sign at the entrance encouraged patrons to “stay weird,” the reality behind the closure is rooted in a tougher financial climate. Diageo, the global beverage giant that acquired the brand in 2020, reported a 15.4% decline in its U.S. spirits business during the first quarter of this year.

A Diageo spokesperson stated that the decision reflects “evolving business needs” and a focus on long-term growth ambitions. Manufacturing operations have been relocated to an existing facility outside the city, ensuring that the brand remains on retail shelves nationwide. Despite the loss of the physical landmark, the closure serves as a reminder that even high-profile, celebrity-backed ventures are not immune to the necessity of streamlining operations when consumer spending softens. For Reynolds, who remains a co-owner and the public face of the label, the move marks the end of a specific experiential chapter rather than a departure from the business itself.