James Gin Announces US Launch of "American Mustard" Gin

After selling out its first test batch earlier this year, James Gin is proud to announce the official launch of American Mustard (700 ml, 80 proof, $39 – $49), a savory gin created to capture the essence of the United States: think hot dog mustard, dill pickles, and Friday night lights. Fans can pre-order now ahead of the official October launch, when James May American Mustard will roll out exclusively with select on-premise bar partners, restaurants, and retailers nationwide.

Originally released under the name ‘American Ramstud’ — a baffling anagram and limited-run experiment — the uniquely briny, BBQ-ready gin quickly gained cult status. Now, in response to overwhelming demand, it returns as a permanent fixture in the James Gin collection, under its rightful name.

Based around yellow mustard seed and gherkin, American Mustard is blended with botanicals, including: Juniper (because it’s gin, obviously), Coriander, Angelica Root, Orange Peel, Bay, Caraway, Ginger, Dried Tomato, Rosemary, Cubeb Pepper, and Licorice Root.

The result? A shockingly good savory gin with warmth and a touch of nostalgia. It’s perfect in a martini, with tonic, or as the perfect accompaniment to barbeques, tailgates, patio parties and more.

“What started as a playful experiment quickly became one of our most talked-about flavours,” says James May, founder of James Gin. “We knew we had to bring it back — just in time for tailgating season. And, yes, there should be  a ‘u’ in ‘flavours’.”

This marks the first time James Gin: American Mustard will be available as a full production release in the U.S. — with direct-to-consumer delivery available now. 

ABOUT JAMES GIN

James Gin is not a cynical celebrity endorsement by James May. It is genuinely a gin brand ‘by’ him; he has dreamt up the flavours and then worked with master distiller Hugh Anderson to create them, through painstaking research and testing. He is bored to death of reading about ‘botanical narratives’, ‘journeys in gin’, ‘crafting with passion’, and other marketing guff. Sales suggest that many people feel similarly. James Gin is ‘The Gin of The People’, brought to you by a man who simply enjoys inventing the best possible gin flavours and enjoys drinking them of an evening.

James met the ‘Willy Wonka of gin making’, Master Distiller Hugh Anderson of Downtown Distillery near the pub that James co-owns, the Royal Oak Swallowcliffe in Wiltshire, and a partnership was forged over a love of gin. They decided to take James’ idea of a gin distilled from parsnips and turn it into reality.

James, known for his sharp wit, love of fine drinks, and occasionally chaotic adventures, has created a gin collection that’s far from ordinary. He’s taken inspiration from his global travels (usually at other people’s expense), a touch of cookery experimentation and the love of a really cracking G&T to create James Gin: the Gin of the People.

The James Gin collection includes five unique flavors:

• Asian Parsnip (SRP $39.99 - $49.99) - "I had an idea for a gin that is very British, using parsnip - which reminds me of dampness - combined with the spicy sparkle of the Asian spices found in Indian food. 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."
• London Drizzle (SRP $39.99 - $49.99) - "Gin is traditionally called London Dry - but I live there and usually it isn’t. So I wanted to make a gin that would invoke that unique petrichor smell that comes from light rain hitting the pavement on a warm day. I’ve never met anybody who doesn’t like that smell."
• California Dreamgin' (SRP $39.99 - $49.99) - "Our gin has proved particularly popular in California - so we decided to create a flavor that celebrates two staples of the hippie movement that originated there, namely mushrooms and patchouli, man. The flavor is light, fruity and peppery with a hint of apricot."
• Asian Parsnip Navy Strength  SRP $49.99 - $59.99) - "An American customer said that if we made a Navy Strength version of Asian Parsnip, ‘the world of gin would never be the same’. So, obviously we did and he was right." 
• American Mustard (SRP $39.99 - 49.99) – “We made this gin to create ‘The Spirit of America’. Don’t be fooled by its name; this gin has won multiple awards for its warmth & savoury profile. We’ve combined mustard seeds & gherkins to create something really spectacular.”

James Gin is available online — shipping to 42 states as well as at select Total Wine & More stores (with more to follow soon!)