James May unveils mushroom gin
Former Top Gear presenter James May has released a mushroom-flavoured expression under his namesake gin brand, called California Dreamgin'.
The latest addition to May's James Gin brand is a "bit of thank you", the former presenter said. “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.” On the choice to opt for an umami profile, May said it was simply “because he likes the taste”. However, expanding on savoury spirits, May agreed that these and their cocktails are trending at the moment, which he was “delighted to say – because I like those flavours best.” “I like to think of James Gin setting liquor trends, just as I have always done in the world of fashion,” he joked. The gin is distilled with mushroom and patchouli, and is vegan. On the choice to make a vegan gin, the first in the brand's line, May explained: "California Dreamgin’ is a compassionate, plant-based product certified by the Vegan Society and is 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.” Hugh Anderson, distiller at Downton Distillery in Wiltshire, who develops the gins with May, described the expression: “This is a true umami gin using girolle mushrooms to provide a light fruity and 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.” When asked if the gin was also inspired by rumours that indicate a potential gin trend for 2025 is mushroom, May said: “No. We like to set trends, not follow them. Invest in parsnip stock now – you’ll thank me later.” California Dreamgin’ joins Asian Parsnip, American Mustard and London Drizzle in the brand's range, the latter of which is inspired inspired by the smell of rain on London pavements. The new gin is recommended as a 50ml pour over ice, topped with premium soda water, and garnished with a lemon slice. Sitting at 40% ABV, it is available for RRP £36.95 (US$46). SoCal Tour The gin was also developed because Californians drink more James Gin than anyone else, the brand claims, as well as being inspired by the US state’s laid-back lifestyle and sunny climate. The brand's Asian Parsnip flavour was launched in 15 Total Wine stores across California over the summer, after May held a promotional campaign in the region that he called his ‘SoCal Tour’. May's personal appearances at liquor stores and bars in August drew more than 1,000 fans. James Gin noted its partnership with Total Wine as a ‘significant step’ in building its off-trade sales presence. Previously, most US sales had come online through the brand’s website. Of the brand’s performance in the States, co-founder Gus Colquhuon said: “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.” Also sharing his thoughts on the strong California sales, May said: “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. “Going to LA can be expensive if you’re not there already. So if all the leaves are brown and the sky is grey (or gray if you can’t spell) then this gin is a practical alternative.” He added: “I think because Americans are really only now getting into ‘premium’ gin – particularly with interesting flavours (or flavors as they would insist).” Earlier this year, we caught up with May on his spirits industry aspirations. In June, the TV personality and journalist also called on consumers to create adverts for his gin.
