There are celebrity projects that smell of reheated marketing from three miles away. And then there is James Gin. Originally, a publicity joke launched by James May, the guy from Top Gear on the original version, who spends more time dismantling motorcycles than branding. The result? An unlikely parsnip root gin… which became a global phenomenon, carried by a community of fans who defend the brand as if it were an independent 90s band. Yes, all that for gin. And it works!
Who is behind James Gin?
When you see "James Gin", it's not, or at least not only, a catchy name: it's James May's project. The story: living in Wiltshire (England) and co-owner of a local pub, he decides to create a gin… first for his pub. But very quickly, the idea becomes bigger. To make the project a reality, he teams up with master distiller Hugh Anderson from Downton Distillery, a specialist in English spirits. In short: not just "a celebrity name on a bottle", but an authentic gin project (and he doesn't hide it): "I don’t make it all on my own but I have the help [...] in an alarmingly cold shed".
Why this James Gin project?
The idea is simple, a bit iconoclastic and very "James May": create a gin that is not just a marketing accessory but a spirit with a real story, a real taste, a real approach. On their website, they announce: "The Gin of the People". A few elements that bear witness to the philosophy:
• The gin was conceived in a workshop (or rather "a very cold shed" in Wiltshire): stability, authenticity.
• The choice of aromatic plants is deliberately bold: for example, parsnip root in one of the first gins. Yes, white carrot.
• The positioning: choose a "different" gin, not just a classic London dry, but with a little creative freedom... while remaining qualitative.
The Range: What Can You Find?
The range is not huge but well thought out. Here are some of the core bottles of the moment:
• Asian Parsnip Gin (JG.01) – "Sweet, Spicy, British". Parsnip root + Asian spices.
• Asian Parsnip Navy Strength (JG.02) – A more powerful (57%) version of the same base.
• London Drizzle Gin (JG.04) – "Light, Earthy, London". A more urban, softer tone.
• California Dreamgin’ (JG.05) – "Savoury, Earthy, Groovy". Surprising ingredients: chanterelle mushrooms, patchouli, etc.
Each bottle is described with a wink, a touch of humor, and real work on the taste. Example from the website: "Our gin has proved particularly popular in California – so we decided to create a flavour that celebrates two staples of the hippie movement … mushrooms and patchouli, man."
What does the criticism say?
Overall: quite good. For a "celebrity" project, there's real seriousness behind it; for a "different" gin, there's real taste. Some examples:
• The Gin Is In website describes Asian Parsnip as "slightly spicy and slightly vegetal... a well-balanced spice led complexity".
• GinBlogger notes: "Aromatic with focused aromas of cardamom and pepper. Hot and spicy with a powerful, flavoursome finish."
• On Reddit, an enthusiast says:
“I’ve tried two of them and thought they were pretty good.”
On the other hand, some feedback remains more nuanced: some feel that in the "tonic + ice" versions, the complexity diminishes and that it might be best to drink it neat to get its full potential.
A digital and commercial strategy that changes everything
This brand is growing rapidly, and it's not just attracting customers: it's gaining fans. Thanks to a unique approach on social media and an avowed desire not to take itself too seriously, James Gin has built an engaged community. In February 2025, it was reported that the number of social media followers exceeded one million (YouTube and Instagram). More than large international Gin brands!
On their YouTube channel "Planet Gin", humor is key, the content is quirky, and the tone is deliberately "upside down", in the spirit of Top Gear. And now this gin is aiming for international expansion. Soon in France?
