Reynolds and Jackman Launch Million-Dollar Whiskey Brand

Ryan Reynolds and Hugh Jackman, fresh off the Vancouver set of X-Men Origins: Wolverine in 2009, kicked off what would become one of Hollywood's most endearing fake rivalries. A decade later, that playful beef had morphed into ads, coffee, gin, and a charity clash that raised eyebrows and wallets alike.^[7]

The Spark on Set

It started simply enough, two actors bantering between takes. Reynolds, playing the wisecracking Deadpool in the film's post-credits tease, and Jackman, the gravel-voiced Wolverine front and center, found their chemistry spilling over into off-camera jabs.^[2] By the time the movie hit theaters on May 1, 2009, their social media salvos had begun—Reynolds tweeting barbs about Jackman's Broadway dreams, Jackman firing back at Reynolds' rom-com phase. What could have fizzled as typical co-star ribbing instead snowballed into a public spectacle, drawing fans who tuned in for the latest round.^[8]

Their feud wasn't born of real animosity. Jackman later described it as "all in good fun," a way to keep the Wolverine buzz alive long after the credits rolled.^[9] Reynolds, ever the marketer, leaned into it hard, turning personal pokes into promotional gold. Short bursts of snark on Twitter—now X—kept the pair relevant, even as their careers diverged: Jackman to musicals and The Greatest Showman, Reynolds to superhero spandex and snappy one-liners.

Ten years in, the back-and-forth had millions of followers hooked. It was less about the words and more about the wink behind them—a reminder that in an industry of scripted drama, real friendships could thrive on pretend fights.

Brands Enter the Fray

Reynolds didn't just talk smack; he built an empire around his quips. In early 2018, he snapped up a majority stake in Aviation Gin, a Pacific Northwest distillery known for its smooth, botanical profile.^[1] As creative director, Reynolds infused the brand with his humor—ads featuring him in absurd scenarios, like judging a bad tattoo contest or crashing a wedding. Aviation wasn't his first business dip, but it fit his vibe: light, approachable, with a kick.

Jackman, meanwhile, had been brewing something warmer. His Laughing Man Coffee launched in 2011, but by the late 2010s, it was a fixture in his philanthropy playbook.^[3] Born from a chance encounter with a barista in New York, the company funneled profits to education and community programs for coffee farmers. Jackman owned it outright, turning every roast into a cause—espresso with a side of goodwill.

These weren't side hustles. Reynolds' gin pushed boundaries in a crowded spirits market, its sales spiking after his involvement.^[4] Jackman's coffee, sold at outlets like Starbucks and now Sam's Club, emphasized fair trade and impact over mass appeal. Together, they represented the duo's off-screen lives: Reynolds chasing buzz, Jackman seeking substance.

Ads as Olive Branches

By February 6, 2019, the feud had run its course—or so they claimed. In a synchronized social media drop, Reynolds and Jackman declared a truce, complete with self-deprecating ads for each other's ventures.^[1] Reynolds starred in a spot for Laughing Man Coffee, fumbling through a barista role with his trademark clumsiness, spilling beans and cracking wise about Jackman's "manly" brew.^[4] Jackman countered with an Aviation Gin promo, channeling his Wolverine growl to hawk the spirit as the perfect post-claw-fest relaxer.

These weren't glossy pitches. Reynolds' video, shot in a mock coffee shop, had him donning an apron and mangling latte art—pure chaos, laced with lines like his admission that the production "cost a million dollars," though no one could quite pin down if he meant it literally.^[5] Jackman's gin ad flipped the script, him in a tuxedo, shaking a cocktail with exaggerated flair, poking fun at Reynolds' pretty-boy image.

Fans ate it up. The videos racked up views, blending the actors' chemistry with product plugs that felt genuine. It marked a pivot: their rivalry, once a solo act, now a joint venture in clever capitalism.

The Charity Clash Unfolds

Truce in name only, apparently. Just nine months later, on November 10, 2019, the pair escalated to a battle of benevolence at Sam's Club.^[2] Shoppers could vote with their purchases: snag a bottle of Aviation Gin, back Reynolds; grab a bag of Laughing Man Coffee, side with Jackman. Each sale tallied as a point in this "feud-themed sales competition," running through December 20.^[5]

Online voting sweetened the pot, with a virtual party for top buyers—think Zoom toasts and celebrity cameos. But the real winner? Charity. Proceeds split between the Laughing Man Foundation, supporting global coffee communities, and SickKids Foundation, aiding pediatric care in Canada.^[2] No matter who "won," donations flowed equally— a clever twist that turned rivalry into revenue for good.

Reynolds hyped it on socials, urging fans to "settle this once and for all." Jackman matched the energy, framing it as "friendly fire" for a cause. Sam's Club shelves flew empty in spots, the promo blending Black Friday frenzy with feel-good vibes.

The timeline captures a friendship that weaponized fun for profit and purpose. From set squabbles to store shelves, each step layered on the lore, keeping the duo in the spotlight amid blockbuster droughts.

Lingering Echoes in a Tough Year

2020 tested everyone, pandemic lockdowns turning Hollywood into a ghost town. Reynolds, still tied to Aviation after selling it to Diageo that spring, didn't let up.^[3] He nodded to his Jackman rivalry in a new push, teaming with David Beckham and Sean "Diddy" Combs for a cocktail video that raised $1 million for out-of-work bartenders. The clip—featuring a "gross" mix of ingredients—tied back to SickKids, blending the old feud's spirit with fresh aid.^[8]

Jackman, ever the steady hand, kept Laughing Man humming, its charitable bent more vital than ever. Their paths crossed less publicly, but the foundation they'd built—literal and figurative—endured. Reynolds' gin bottles stayed on virtual shelves; Jackman's beans grounded home brews.

In a year of isolation, their story offered a thread of continuity. Fans scrolled for updates, wondering if the truce held or if another round loomed. It was a small comfort, this manufactured beef in an unscripted world.

What We Couldn't Confirm

The headline promises a million-dollar whiskey launch, but the trail leads elsewhere—Aviation is gin, clear as its namesake sky, with no whiff of whiskey in the mix. Reynolds' quip about his coffee ad costing a million bucks hangs in the air, a classic Reynolds flourish, yet no receipts back it up from the usual channels. Details on a joint whiskey venture? They evaporate under scrutiny, leaving the premise as vaporware in a sea of confirmed gin and grounds.

The bottom line: Reynolds and Jackman turned a decade-long jest into a model of branded camaraderie, proving feuds can fund futures. Whether they ever uncork something stronger remains the stuff of speculation. For now, their legacy sips slow—smooth, spirited, and shared.

Frequently asked questions

When did Ryan Reynolds and Hugh Jackman begin their rivalry?

Their rivalry began around May 1, 2009, when *X-Men Origins: Wolverine* hit theaters.

Where did Ryan Reynolds and Hugh Jackman first develop their chemistry?

Ryan Reynolds and Hugh Jackman developed their chemistry on the Vancouver set of *X-Men Origins: Wolverine*.

What kind of roles did Reynolds and Jackman play in *X-Men Origins: Wolverine*?

Reynolds played Deadpool, and Jackman played Wolverine.