James Gin Partners with Russell & Stellar to Scale Global Presence

James Gin, the award-winning craft gin brand created by James May, is set to expand internationally. The brand has partnered with global spirits consultancy Russell & Stellar to lead its growth beyond the UK and US.

Known for its flavour-first approach, tongue-in-cheek storytelling, and unusually loyal fanbase, James Gin has grown into one of the most followed spirits brands in the world. With over 1.5 million followers across social platforms, 18 million+ YouTube views, and a monthly reach that puts it ahead of giants like Hendrick's, Bombay Sapphire, and Tanqueray, James Gin has been referred to as a communications business that happens to sell excellent gin.

Since its launch just four years ago, James Gin has achieved over £4 million in revenue, with over 50% of sales in the USA. It is currently listed in Total Wine & More in the US and Waitrose in the UK and continues to show strong growth and repeat purchase in both channels. The original Asian Parsnip flavour has become a go-to G&T for loyalists, while American Mustard has inspired a vocal Pickletini cult.

"What sets James Gin apart is not just the story. It is the substance," says Rudy Stol, founder of Russell & Stellar. "The flavours are bold. The voice is clear. And the global following is massive - and not just for show. It creates real pull both online and in store. We are excited to help James Gin grow internationally in the right markets, with the right rhythm, and the right partners."

Russell & Stellar will lead market prioritisation, export strategy, and distributor matchmaking. The focus will be on countries where James Gin already sees strong brand relevance and where category dynamics support sustainable growth.

"We've built James Gin differently. We started with story, taste, and people who actually care," says Vishal Patel, CEO of James Gin. "And the numbers show it works. To take the next step we need smart, like-minded partners who believe in the brand and its potential. That's why we're really excited to work with Russell & Stellar."