Historic Promotions: Under Reynolds and Rob McElhenney's ownership (acquired in 2021), Wrexham soccer club achieved an unprecedented three consecutive promotions, culminating in their 2025 elevation to the EFL Championship—just one tier below the Premier League, and a status unseen at the club since 1982.

Record Revenues & Popularity: The club’s revenue soared, setting a League Two record at £26.7 million. Their savvy marketing and media strategies attracted a global fanbase, increased ticket sales, and revitalized tourism in Wrexham.

Media and Brand Building: Reynolds’ Maximum Effort agency co-produced Welcome to Wrexham, an Emmy-winning docuseries that amplified the club’s narrative to an international audience and became a marketing case study.

Community and Infrastructure Investment: Beyond on-field success, Reynolds and his partners invested heavily in stadium upgrades and local programs, contributing to a reported £1 billion boost to the North Wales region’s economy and establishing corporate partnerships for Wrexham, including with Aviation Gin and Betty Buzz.

Expansion and Influence: Leveraging Maximum Effort’s approach, Wrexham players have featured in global ad campaigns and even Super Bowl commercials, and Reynolds himself has invested in other international clubs, expanding his visibility and influence in global football.

Creative Marketing Campaigns: Maximum Effort produced memorable ads for Betty Buzz, including a playful vintage-style "Nepo Commercial" for the Puppy Bowl, featuring Reynolds’ comedic narration and Lively’s personality. Another notable campaign celebrated National Gin & Tonic Day by highlighting Betty Buzz mixers alongside Aviation Gin, further leveraging the couple’s celebrity status and product synergy.

Explosive Sales and Growth: In under seven months from its September 2021 launch, Betty Buzz sold 2.5 million bottles (over 100,000 cases) without any paid marketing, showing impressive consumer demand driven mainly by word-of-mouth and organic social media engagement. After publicizing Lively’s role as founder and introducing marketing content, sales surged even further.

Social Media Leadership: Betty Buzz became the leading mixer brand globally on Instagram, achieving engagement levels ten times higher than its nearest competitor—an accomplishment bolstered by Reynolds and Lively’s social reach and content strategy.

Brand Partnerships and Visibility: The brand extended its presence by sponsoring the training kits of Wrexham AFC, the Welsh soccer club co-owned by Reynolds. This partnership brought the Betty Buzz logo onto the official kits for both men's and women's teams for the 2023-2024 season, further increasing brand visibility and aligning the company with major sports culture.

Retail Expansion: Betty Buzz rapidly expanded in retail, landing distribution in over 5,500 stores nationwide, including Whole Foods, with more global growth in progress.

Acquisition and Brand Growth: Reynolds bought a significant stake in Aviation Gin in 2018, infusing the brand with his personal charisma and humor. His marketing transformed Aviation Gin from a niche, Portland-based spirit into a global powerhouse.

Disruptive Marketing: Maximum Effort’s clever, self-aware ads—often parodying traditional liquor commercials and pop culture moments—made Aviation Gin stand out. Reynolds frequently starred in humorous campaigns, including viral ads reacting to trending events (like the controversial Peloton ad) and collaborations with other celebrities.

Sales Impact: In just one year after Reynolds joined, sales doubled to $40million in the U.S. Aviation Gin became known as one of the fastest-growing “super-premium” gin brands in America, helping to revitalize the gin category.

Landmark Sale: In 2020, Reynolds sold Aviation Gin to spirits giant Diageo in a deal valued at up to $610million ($335million upfront, $275million in future incentives based on sales). He retained an ongoing ownership interest and continues promoting the brand.

Industry Influence: Reynolds’ use of humor, relatability, and authentic engagement set a new benchmark for beverage marketing. Aviation Gin's campaigns are often cited as industry case studies, proving that celebrity involvement backed with marketing expertise can drive exponential business success.