James Gin plots expansion beyond US and UK
Former Top Gear presenter James May’s namesake gin brand has partnered with spirits consultancy Russell & Stellar to scale its presence globally.
James May first announced his own gin brand in mid 2021 and reports it has since achieved £4 million (US$5.3m) in revenue. It is currently available in more than 40 markets worldwide
Russell & Stellar will lead the brand’s market prioritisation, export strategy and distributor matchmaking. Its focus will be on ‘where James Gin already sees strong brand relevance and where category dynamics support sustainable growth’.
Rudy Stol, founder of Russell & Stellar, said: “What sets James Gin apart is not just the story. It is the substance. The flavours are bold. The voice is clear. And the global following is massive – and not just for show.
“It creates real pull both online and in store. We are excited to help James Gin grow internationally in the right markets, with the right rhythm and the right partners.”
The James Gin range includes Asian Parsnip, London Drizzle, Navy Strength and California Dreamgin’, a mushroom flavour inspired by the west coast state’s hippie movement.
May previously created a gin based called American Mustard, based around the condiment often associated with hotdogs.
He has said California Dreamgin’ was released as a bit of a “thank you” to the state where the brand has proven popular.
According to the brand, more than half of its sales revenue comes from the US. The brand has also established a strong media presence, gaining more than 1.5 million followers across social platforms with more than 18m views on YouTube.
In January, the brand hired Vishal Patel – former global whisky director at Distill Ventures – as global CEO.
Vishal said: “We’ve built James Gin differently. We started with story, taste and people who actually care.
“And the numbers show it works. To take the next step we need smart, like-minded partners who believe in the brand and its potential. That’s why we’re really excited to work with Russell & Stellar.”
May’s former Top Gear and Grand Tour co-host, Richard Hammond, has also moved into the spirits industry this year with Ratio gin and and Iron Ridge whisky.
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