James May put on quite the display today at Waitrose Food Hall, in John Lewis Oxford Street.May attempted his own version of the Kate Moss for Topshop window stunt by straddling two giant parsnips and shouting out ‘buy my gin.’
Bemused shoppers stopped to see what all of the commotion was about.
Bemused shoppers stopped to see what all of the commotion was about.
From travelling the world and road-testing the world’s greatest cars as part of the presenting team on Top Gear and The Grand Tour, to co-owning a pub in Wiltshire, from being sacked from every job he’s ever had, to eating bull’s bits with Gordon Ramsey, he’s now driven into Waitrose Food Hall, in John Lewis Oxford Street with a gin he has made from….wait for it….British parsnips.
James May says: “You can buy many things on Oxford Street – from expensive clothes to frankly rubbish souvenirs. But until now, ridiculously, you couldn’t buy gin made with parsnips. Obviously that had to change, so I’ve teamed up with Waitrose and their flagship John Lewis Store to bring the Gin of the People to the People of The West End.”
John Vine, Waitrose spirits buyer, says: “James Gin isn’t your typical celebrity brand. James has been deeply involved in both the development and marketing from day one—these are flavours crafted with obsessive care and real expertise. The team has built a huge following around James and his ‘Planet Gin’ universe, and we’re thrilled to collaborate in making world-class gin more accessible to a new generation of drinkers.”
Next time you’re steering your trolley through Waitrose Food Hall, in John Lewis Oxford Street, take a pitstop at the booze aisle. Who did it better, Moss or May?
James Gin Asian Parsnip | 40% ABV | Key botanicals: Parsnip, Grains of Paradise, Rosemary | RRP £36 | 70cl | Sweet, spicy, British
