James May, famously known for his role on motoring shows like Top Gear and The Grand Tour, is steering his career in a fresh direction—away from the television screen and into the world of artisan gin. At 62, May is not only a TV personality but also a successful entrepreneur with deep roots in the spirits industry, having co-owned the Royal Oak pub in Swallowcliffe, Wiltshire, and earned the title ‘Icon of Gin’ from Gin Magazine.
His latest creation is an unexpected British parsnip-infused gin that has instantly captured attention, securing a prominent spot on the shelves of major retailer Waitrose. Discussing his new product, May reflects humorously on celebrity-branded spirits: “Any reasonably conceited TV presenter or Hollywood actor will eventually have a go at making a gin. It’s easier than whisky and more interesting than vodka, which is tasteless and therefore pointless. I was conceited enough to try it. But, in my defence, my gin really is mine, not a cynical branding exercise.”
The ‘Asian Parsnip’ gin stands out for its inventive blend—a homage to traditional English flavors fused with the excitement of Asian spices. May explains, “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). And so we created the unimaginatively named Asian Parsnip—celebrating both the homely flavour of that most English of root vegetables and the gastric stimulus of spices from India.”
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While the concept might raise eyebrows, May confidently likens skepticism about his gin to early doubts about the internal combustion engine. Waitrose’s endorsement underscores the product’s high quality and uniqueness. John Vine, Waitrose’s Spirits Buyer, praised the brand for its authenticity and craftsmanship: “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.”
Meanwhile, fans of James May can also enjoy nearby hospitality at his pub, The Royal Oak. For those interested in more celebrity pub ventures, Jeremy Clarkson’s latest project, The Farmer’s Dog, is gaining attention with the upcoming fourth season of Clarkson’s Farm on Amazon Prime Video, which also features Richard Hammond, another veteran from The Grand Tour.
As James May charts this new course, he proves that passion and creativity can craft a legacy well beyond the television studio.