James Gin was launched in 2021 and is now sold in over 40 countries worldwide on a direct-to-consumer basis.
As James says: “Any reasonably conceited TV presenter or Hollywood actor will eventually have a go at making a gin.
“It's easier than whisky (no need to hang around for 10 years) and more interesting than vodka (which has no flavour and is pointless).” James teamed up with Hugh Anderson of Downton Distillery to create his first gin: “My gin really is mine, not a cynical branding exercise.
“I came up with the idea of blending the flavour of parsnip (because it reminds me of England and its dampness) with Asian spices (because they add excitement). We eventually arrived at the unequivocally named Asian Parsnip Gin, celebrating both my homeland and the pleasures I've enjoyed over many decades of international travel at other people's expense.”
Since then, he has added American Mustard (the ideal accompaniment to burgers and hot-dogs, obviously) and London Drizzle, a 2024 Great Taste Award winner. (Everyone else has a London Dry and London generally isn't, so this gin is designed to recreate the smell of a wet London pavement on a hot day).
To date, UK sales have been mainly online but the partnership with LWC will now make the gin of the people available in pubs, bars and shops throughout the country. James May says: “Originally, I'd intended to make just enough to sell in my pub.
“But since then, like most things involving gin, it's all got a bit out of hand and now everyone wants some. Thanks to LWC for helping us bring the Gin of the People to The People.”
