James May - Launches California Dreamgin' - a Vegan Gin Made With Mushrooms & Patchouli

James May has spent a considerable amount of time in California, driving around in fast cars, mostly at other people's expense  (note: see the opening credits of 'The Holy Trinity' the first episode of The Grand Tour). 

Now he's been back for a different reason: “Selling my Gin of the People to the Land of the Free.” 

Inspired by the Californian's laid-back lifestyle, sunny climate and the fact that Californians seem to drink more of his gin than anyone else, James decided to work with Hugh at Downton Distillery to create a brand new flavour to add to the James Gin collection.

California Dreamgin' - distilled with mushroom and patchouli can be perfectly paired with tonic, a slice of counterculture, and a dash of peace and love.

It joins a range that includes Asian Parsnip, American Mustard and London Drizzle, (inspired by the smell of rain on London pavements.) However, this is the first time one of James' creations has been officially certified vegan.

As James explains: "California Dreamgin' is a compassionate, plant-based product certified by the Vegan Society and it's based on mushrooms, since mushrooms are a vital source of protein for those who have recognised that meat is murder. However, it should not be used as a dietary supplement or part of a balanced programme of food intake. It's more of a gin, man.”

Initially created as a bit of fun and to stand on the back bar of the pub he co-owns in Wiltshire, James Gin's batches consistently sell out on www.jamesgin.com, serving online customers in over 40 countries, worldwide.

 The range is now also available through selected retailers, pubs and bars in the UK and the US. 

James May's Planet Gin YouTube Channel now has over 300k subscribers and the brand's social media channels have attracted over 7 million followers. 

James May goes on to say: “This gin is a bit of thank you - it celebrates California's role in the establishment of the hippie movement while allowing us to create a very clever joke out of nothing more than an apostrophe.”

Hugh Anderson - the remarkable astute Distiller at Downtown Distillery adds: “This is a true umami gin using girolle mushrooms to provide a light fruity, yet peppery note with a hint of apricot, paired with the delicate earthy woody notes of patchouli which lingers at the back of the mouth. Oregano enhances these savoury, herbaceous notes whilst balancing out the citrusy notes from the coriander and lemon peel.”

Even before its official global launch, California Dreamgin' has been awarded a silver medal in the prestigious Spirits Business Autumn Blind Tasting Awards.

Suggested serve: 50ml California Dreamgin' over ice, topped with premium soda water. Garnish with a lemon slice.

We think this will make a food Christmas gift for the vegan gin lovers in your life. And might also be something you need for your Christmas drinks cabinet.

https://www.instagram.com/jamesmaygin                                   

www.jamesgin.com 

https://www.youtube.com/@JamesMayDrinks 

California Dreamin' for James May's Asian Parsnip Gin

James Gin 'Asian Parsnip',  a super-premium gin by James May,  is now available in 14 Total Wine Stores across California, following a hugely successful 'SoCal Tour' by the globe-trekking TV personality over the summer. 

In excess of 1,000 James May gin fans turned up to grab signed bottles (as well as engine covers, care manuals, cookbooks and in some instances, dashboard trim) during James' various personal appearances at liquor stores and bars in August. 

Best known in the US for Top Gear and The Grand Tour, many fans also know James May from his recent Amazon Shows 'Oh Cook' and 'Our Man in…' 

To date, sales of James Gin in the US have been mainly via www.jamesgin.com and the partnership with Total Wine represents a significant step for the brand in building an off-trade sales presence.

States James Gin co-founder Gus Colquhuon: “James Gin had been selling extremely well online in the US, with California being the largest state by volume. 

"To have Total Wine request a listing is really exciting and shows that innovation and flavour are at the heart of what the US customer wants - not to mention a twist of British humour and a dash of gin wizardry. We look forward to seeing where our new partnership with Total Wine takes us next.”

James May adds: “I've spent a lot of time in California, mostly driving around in fast cars at other people's expense. Coming back to California is a very welcome change from sitting in a freezing cold shed in England which is where we create my gins. 

"Thank you to all of the Californians who demanded that Asian Parsnip was stocked at Total Wine. You have impeccable taste.”

JG01 Asian Parsnip by James Gin 40% ABV RRP $43.99 for 700ml.

It looks likely to  us that many Californian Christmas tables will be featuring some James May Gin.

James Gin - A Gin by James May - Steers Into the On-Trade With Major London Listing

South London Street Food Mecca Market Place Vauxhall will list James Gin - a gin by James May. The partnership will kick off today at Market Place's 2nd birthday bash, with a delicious James Gin inspired food menu, created by the street food vendors on site. 

Culinary delights include Gin & Duck Croquettes from The Duck Shed, Japanese chicken karaage with James Gin spicy orange mayo and orange zest from Inamo Sukoshi, James Gin & Tonic Battered Haddock from Wicked Fish, and a James Gin Infused Yorkshire Burrito from Yorkshire Burrito.

Opines James May: “I've travelled the world over the last 25 years or so, at other peoples expense but now is the big one, I'm going to Vauxhall. Not to celebrate the famous Vauxhall H A Viva, but to celebrate the second birthday of Market Place Vauxhall where I'll be talking about my gin. Come along, say hello, buy my gin. A massive thank you to the street food vendors on site, who are as experimental with their cooking as I am - perhaps next we can do something with cheese.”

Matthew Mckee, National Sales Manager James Gin says: “Market Place is at the top of its game when coming to consumer trends and best in class food and drinks offerings. To have our first on-trade list at such an exciting, innovative venue is really game-changing for our brand. We hope South London embraces James Gin, and the rest of the country follows soon. This has been an incredibly successful few months and we're looking forward to seeing what comes next as we seek to expand our presence in pubs, bars and restaurants.”

James Gin was launched in 2021, with the technical side of things run by Hugh Anderson of Downton Distillery, while James May came up with the flavours. The range is now sold in over 40 countries worldwide on a direct to consumer basis. 

Planet Gin - James Gin's Youtube Channel - now has over 300k subscribers. Like all things gin-based, it's all got a bit out of hand. Market Place will stock best-selling Asian Parsnip, London Drizzle and American Mustard from the range. Most recently, the brand has partnered with Wild Flower Distillery on the Gold Coast, Australia meaning that fans can purchase without the delays and fees incurred when shipping from Europe.

James May was named an Icon of Gin by Gin Magazine in 2023. He passed his driving test on the second attempt.

Tickets for Market Place Vauxhall's second birthday can be purchased here: 

https://www.eventim-light.com/uk/a/6695c7a9b6190c28cbf82934/e/66ba091355737158d964d1c4?lang=en 

Looking to stock James May Gins? James Gin Sales enquiries can be directed to: Matthew Mckee | matt@magneticbrands.co.uk |+44 (0) 7876 834128 

More on World Gin Day: James Gin Launches “Gin of the People” Campaign for World Gin Day

As James explains in a special introductory video, shared above in this blog post, he has set his mind against the professional advice to (in his words) hire a 'poncey advertising agency' that would cost a lot of money and therefore increase the sale price of his range of gins.

So James came up with a new, innovative way to promote his brand. He wants you, the gin lovers of the UK and the rest of the world, to make adverts for his gin. Therefore helping to formulate a “Gin of the People” social campaign.

This is a pretty genius idea, in our opinion. Details of how to get involved can be found within his video presentation, which is featured in this blog post.

To learn more about James' gins visit his site https://www.jamesgin.com

James May is a broadcaster, journalist, a trained musician, a former chorister, latterly a publican and now a gin maker. He previously worked for a time in a foundry, which is a tangential link with your author who also before becoming a journalist worked in a foundry many years ago,

Introducing James May Gins

James May is a TV Presenter, automotive enthusiast, musician (Pendle College, Lancaster University, where he studied flute and piano) and the landlord of a pub in Wiltshire. And now he has entered the world of gin making.

But rather than just sticking his face on a bottle of gin made by someone else, he took the different, more honest path of crafting his very own uniquely different gin flavours. 

His range of savoury gins tested by the enthusiastic customers at the pub he co-owns in Wiltshire, has garnered numerous awards, is now available in 41 countries, constantly sells out and has even been deemed good enough to go in the fish batter at the pub. 

Mostly famed for presenting Top Gear and The Grand Tour, James, with West Countryman Gus Colquhoun and Hugh Anderson of Downtown Distillery, has created a range of truly remarkable and utterly original gins using combinations of botanicals that no-one has ever even considered before, such as -parsnip, mustard and beetroot. 

Each of his gins are based on ideas from James' love of cooking and experience of global travelling. His first flavour, Asian Parsnip combines British parsnips with a hint of exotic spices. 

His latest, London Drizzle, aims to recreate the uniquely British feeling of rain on a damp London summer's day. All things the British public, plus, as it turns out, a fairly large wodge of American Gin Drinkers, are keen to try. 

A little bit of history. In September 2020 James became co-owner of The Royal Oak Swallocliffe in Wiltshire.

He thought it might be a great idea to create a gin for his customers. James has travelled extensively during his TV career and as a consequence, experienced a vast range of foods and flavour combinations in some fairly interesting locations. 

His thinking was that as he enjoyed experimenting with cooking, so why not experiment with gin? Local man Hugh's nano-distillery is about half an hour from James' pub, and many hours were spent experimenting with different flavours.

Said James: “Originally, I'd intended to make enough to sell in the pub. But Hugh suggested a run of 1,000 litres, about 1420 bottles. That's quite a lot for a village pub, so we decided to put the gin for sale online as a signed, numbered limited edition. 

"Amazingly, it sold out within days, rather than the few years I'd anticipated. Our experiment has since turned into a gin-fuelled monster. Like most things involving gin, it got a bit out of hand.”

Flavours available include: Asian Parsnip, American Mustard and London Drizzle.

To learn more and to buy visit www.jamesgin.com.