James Gin celebrates another milestone this month as it clocks it’s millionth follower on social media. A gin-focused Youtube channel – Planet Gin – has 442k followers alone as of February 2025, with instagram sitting at the 300k mark and Tik Tok at 266K.James May – who created the gin range in a shed in Wiltshire with collaborator Hugh Anderson of Downtown Distillery, is the star of the show when it comes to creating pieces to camera alongside his trusty sidekick and Editor Lucy Brown. The combination of gin content combined with lifestyle, travel and automotive media has proven to be a winning formula.
The full range, which includes Asian Parsnip, London Drizzle, California Dreamgin’ and a Navy Strength – is now scaling at a rapid rate in the UK and the US, with new CEO Vishal Patel heading up commercial growth, with sales reaching over £1m in 2024.
Vishal Patel comments,
“I have not seen anything like this in my time working with start-up drinks brands – the levels of engagement from fans the world over is highly encouraging and sets a new standard for community building online for spirits brands. The US is a particular focus for us. Growth in super-premium gin is driven by the 22-34 audience. Our best-in-class social content – with James May’s voice to amplify it – puts us in pole position to acquire these younger consumers and elevate James Gin to be the super-premium gin to go for.”
Recent social content includes a video from James Mayto Sir Tim Martin asking him to stock the gin at Wetherspoons, and James May making a terrible mushroom sandwich. The ‘most-watched’ content is James May broke the Cybertruck, the latter piece gaining 8.1million views thus far on Youtube.
