James Gin strikes gold with Wild Flower Distillery in Australia

Partnership means Australian James Gin Australian customers can now buy direct without the delays and fees incurred when shipping from Europe.

Gold-Coast based Wild Flower Gin will manufacture under license and distribute all James Gin products throughout the Australian and New Zealand markets

Innovative deal shows global ambition of the brand, already stocked in 40+ countries worldwide

James Gin - gin created by James May - is now available to consumers and trade customers in Australia thanks to a new deal with award-winning distillery Wild Flower Gin. The agreement is to manufacture and distribute the unique flavours under license in the Australian market exclusively. James Greig, the entrepreneur and founder of Wild Flower Distillery, keen to try May's gin, ordered some online, enjoyed the taste, but experienced firsthand how expensive it was to ship from the UK. He decided to reach out to James May who agreed that other Australian customers had given similar feedback.

James Gin agreed to have him make a trial batch of Asian Parsnip, according to the secret recipe, and once that was sent to the UK for tasting and approval, the packaging was replicated here in Australia and the deal was given the green light.

The exclusive agreement will see James May's gin being sold alongside Wild Flower Gin’s products in bottle shops, restaurants and bars across Australia.

The full range - Asian Parsnip, American Mustard, London Drizzle and Asian Parsnip Navy Strength is now available.

Wild Flower Gin's founder points to significant challenges in the Australian craft spirits market, including high excise taxes and rising living costs. Grieg says,

“These pressures have forced many craft companies into voluntary administration, with Mighty Craft being the most recent example. Despite these hurdles, we remain optimistic after an initial batch of James Gin sold out.

The current economic climate is tough for many craft producers. However, partnerships like the one we've formed with James May can help us navigate these challenges and continue to thrive.”

Gus Colquhoun, Co-Founder of James Gin says,

“We knew there was a demand for James Gin in Australia but the delivery and excise duty costs were prohibitive. We can’t do much to reduce the excise duties (at least immediately) but we can address the delivery costs by working with James Greig and his team. We are committed to creating ‘The Gin of the People and Wild Flower’s vision to create exceptional products at lower costs, aligns with ours. We’re excited to see what happens next.

James May comments to his Australian fans,

“G’day. You;ve been buying some of my award-winning gin - thank you very much for your custom- but there have been a few problems, one of them is that you’re too bloody far away, so the transport costs are ridiculous and second is that your government obviously hates you as the excise duty is also ridiculous. Now we can’t do very much about the second thing but the first one we can and we’ re delighted to announce a partnership with the Wild Flower Distillery, they’re makers of excellent award-winning gins and they’re very interested in old-American cars for some inexplicable reason but anyway you’ll now be able to order from them too."

PRODUCT RANGE

Asian Parsnip

Sweet | Parsnip | Spicy | 40% ABV | from $78 for 70cl

Asian Parsnip celebrates both my homeland and the pleasures I’ve enjoyed over many decades of international travel at other people’s expense. I came up with the idea of blending the flavour of parsnip - because it reminds me of England and its dampness - with Asian spices, because they add excitement. Parsnip, a humble vegetable valued by Romans and hated by schoolchildren - was used historically as a sweetener and has a uniquely nutty profile. Combined with spices of the Far East - ginger and green cardamom - Asian Parsnip is a warming gin with lingering light sweet notes.

Asian Parsnip: Navy Strength

Sweet | Spiced | Intense | 57% ABV | from $89 for 70cl

An American customer asked when we were going to make a Navy Strength version of Asian Parsnip. We didn’t know what he meant, so we looked up the history of Navy Strength Gin. With no help at all from the Royal Navy, we created Asian Parsnip at 57% ABV. Every gin needs a good naval counterpart, and Asian parsnip is no exception. The flavour profile is the same as Asian Parsnip, just more intense.

American Mustard

Savoury | Mustard | Warm | 40% | from $78 for 70cl

We’ve combined mustard seeds & gherkins to create something really spectacular. American Mustard is blended from fresh mustard seed and dill pickles as the perfect accompaniment to every traditional American fast food recipe, and possibly turkey and brussel sprouts too. We paired it with gherkin to counter balance the heat and add a briny note to the finished product.

London Drizzle

Umami | Beetroot | Majesty | 40% ABV |from $78 for 70cl

With London Drizzle we wanted to re-create the sensation of petrichor - the smell of fresh rain. Since most gins are designated London Dry - and London generally isn’t, I came up with the idea of making one that evoked the smell of rain on a hot pavement in Regent’s Park. One of the key components of petrichor is also present in beetroot - so we’ve combined a sweet variety of that with lovage, bay, orange, and ginger to create a gin designed to instantly invoke the majesty of our Sceptered Isle.

James May says,

“These gins are my ideas. I invent them. I don’t just stick my name on a bottle of generic liquid like some celebrities I could mention.”

AWARDS

Asian Parsnip

World Gin Awards |

Gold | 2023

London Spirits Competitions | Silver | 2023

IWSC | Silver | 2022

Asian Parsnip Navy Strength

World Gin Awards | Silver | 2023

London Spirits Competition | Bronze | 2023

American Mustard