Authenticity ALWAYS beats Aspiration
Our approach with James Gin has flipped the Instagram convention completely.
Instead of polished studio photography we deliver behind-the-scenes reality.
Instead of professional models holding bottles we shoot James May being James May.
Instead of carefully scripted content we record genuine curiosity and experimentation.
We couldn’t care less about ‘aspirational lifestyles’, we prefer relatable enthusiasm.
The Result?
James Gin: has over 360,000 Instagram followers.
That's more than Hendrick's (a $1B+ global brand), Bombay Sapphire, and Tanqueray. Combined.
With a fraction of their marketing budget. And about 18 months of proper social media focus.
Our Instagram strategy centres on one simple insight: “Instagram users don't want to be sold to. They want to be entertained, educated, or included.”
1. Real content from real shoots: When we film Planet Gin content, we capture everything. The successes, the failures, James trying to remember his lines, botanical experiments that don't quite work. That's content gold.
2. James as himself: Not James as "gin brand spokesperson." James as the genuinely curious person who built a gin brand and wants to share the journey. When he's excited about a botanical, you believe it. And when he’s irritated, we shoot that as well.
3. Mix of polished and raw: We post beautiful product shots. But we also post outtakes, Lucy Brown (the editor) holding cue cards, James in the distillery wearing wellies.
4. Lifestyle content that's actually lifestyle: James breaking a Cybertruck. Travel content from shoots. Automotive crossover. This isn't "aspirational gin lifestyle" – it's "interesting person who happens to make gin."
5. Community engagement: We respond. We share user content. We make followers feel like they're part of the journey, not just spectators.
Every piece of James Gin content asks: "Would someone watch this even if they don't drink gin?” If the answer is no, we don't post it.
The Numbers Don't Lie - 300K engaged followers is better than 50K followers who scroll past your posts, millions of pounds spent on polished content that doesn't convert and beautiful feeds that generate zero conversation.
