# Umami Gin Expressions James Gin's California Dreamgin' is Distilled with Mushroom & Patchouli By Laura McQuarrie | Published 2024-11-14 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/california-dreamgin References: [thespiritsbusiness](https://www.thespiritsbusiness.com/2024/11/james-may-unveils-mushroom-gin/) & [jamesgin](https://www.jamesgin.com/products/california-dreamgin)  California Dreamgin' is the fourth expression in the [James Gin](https://www.trendhunter.com/trends/james-gin-gin-jaaag) range from former Top Gear presenter James May, and it's a mushroom-flavored expression that leans into an umami profile. "It celebrates California’s role in the establishment of the hippie movement while allowing us to create a very clever joke out of nothing more than an apostrophe," says May. Distilled with mushroom, which gives the product a light and fruity, and peppery note with a hint of apricot, plus earthy patchouli. The gin spirit is certified by the [Vegan Society](https://www.trendhunter.com/trends/galaxy-dairy-free-honeycomb) in reference to many plant-based consumers incorporating mushrooms into their diet as an alternative source of protein. California Dreamgin' is the newest addition to the James Gin range—and a silver winner at the [Drinks Business](https://www.trendhunter.com/trends/jam-doughnut-daiquiri) & The Spirits Business' 2024 Autumn Tasting—joining other inventive expressions like Asian Parsnip, American Mustard and London Drizzle. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 49% | Activity: 55% | Freshness: 30% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Umami-flavored Spirits:** The incorporation of umami notes like mushroom in gin introduces a new sensory dimension to distilled spirits. - **Plant-based Alcoholic Beverages:** The use of vegan-certified ingredients in spirits caters to the growing demographic of plant-based consumers. - **Nostalgia-driven Alcohol Branding:** Distilling spirits with themes that hark back to cultural movements creates a unique and compelling brand story. ### Sectors Adopting This - **Craft Spirits:** Artisanal distilleries experimenting with unconventional flavors show strong potential for market differentiation. - **Vegan Food and Beverage:** The vegan certification of alcoholic beverages addresses the needs of the expanding plant-based consumer base. - **Alcoholic Beverages:** Innovative branding and flavor profiles in alcoholic beverages speak to consumers seeking novel experiences. ## Related on Trend Hunter - [Parmesan Cheese-Infused Gins](https://www.trendhunter.com/trends/umami-gin.md) - [Smoked Rosemary Gins](https://www.trendhunter.com/trends/smoked-rosemary.md) - [Umami Mushroom Vodkas](https://www.trendhunter.com/trends/local-heroes-no-1-mushroom-cabinet-vodka.md) - [Purplish Ube-Flavored Gins](https://www.trendhunter.com/trends/james-bay-distillers-berry-ube-gin.md) - [Mushroom-Made Gin Alternatives](https://www.trendhunter.com/trends/little-saints-st-juniper.md) - [Disruptive Craft Gins](https://www.trendhunter.com/trends/vista-gin.md) - [Five-Berry Gin Spirits](https://www.trendhunter.com/trends/directors-cut-no-5.md) - [Japanese Spiced Botanical Gins](https://www.trendhunter.com/trends/ukiyo-spirits.md) - [Savory Asparagus Gins](https://www.trendhunter.com/trends/asparagin.md)