Ryan Reynolds and Hugh Jackman Launch Joint Whiskey Brand Worth Millions

Celebrity | By James Carter | March 31, 2026

The internet's favorite bromance has officially entered the spirits business. Ryan Reynolds and Hugh Jackman announced on Monday the launch of "Frenemies," a premium blended whiskey that merges Reynolds' Canadian roots with Jackman's Australian heritage. The brand, which has been in development for over two years, will feature a core lineup of three expressions crafted by master distillers from both countries.

The venture represents a significant business move for both actors, who have turned their playful public rivalry into one of Hollywood's most marketable friendships. Reynolds, who sold his Aviation Gin brand to Diageo for an estimated $610 million in 2020, brings considerable spirits industry experience to the partnership. Jackman, meanwhile, has been quietly investing in hospitality ventures through his Laughing Man brand.

"We've been fake-fighting for years, so we figured we'd make something real together," Reynolds quipped during a joint announcement video that has already racked up 45 million views across social media platforms. Jackman added with characteristic warmth, "The only thing Ryan and I agree on is that great whiskey brings people together. Everything else is up for debate."

Industry analysts estimate the brand could be worth upward of $200 million within its first three years, given the star power behind it and the booming premium spirits market. Frenemies will be available in select markets starting May 2026, with a global rollout planned for the holiday season. Pre-orders opened Tuesday morning and reportedly sold out within minutes.