Richard Hammond, the globally recognised automotive icon, is taking on a bold new challenge – this time, in the world of spirits.
Best known for his high-octane adventures on Top Gear, The Grand Tour, and DriveTribe, Hammond is now unveiling a meticulously curated collection of artisan gin and whisky, developed in collaboration with award-winning producers, Hawkridge Distillers: Ratio Gin & Iron Ridge Whisky.
This new venture marks a fusion of craftsmanship, character, and the adventurous spirit that has defined Hammond’s career and captivated millions of fans worldwide. Fittingly, the launch will be supported by the DriveTribe community, bringing together loyal followers and fine spirits enthusiasts for the next exciting chapter in Hammond’s journey.
“Creating these spirits has been a real passion project,” said Hammond. “It’s about taking all that love for craftsmanship and storytelling I’ve picked up in the car world, and pouring it into something people can actually hold, taste, and enjoy. It’s me, just slightly more distilled.”
Richard Hammond’s new spirits, Ratio Gin and Iron Ridge Whisky, will make their official debut at DriveTribe Live 2025 on 30th August at Bicester Heritage. Attendees will be among the first to enjoy exclusive tastings, purchase the spirits, and meet Hammond in person for a behind-the-scenes look at the journey from concept to bottle.
The spirits will be available globally beginning September 2025, with DriveTribe continuing to champion the collection across all platforms. Cheers!
Introducing Ratio Gin and Iron Ridge Whisky
Hammond’s Ratio London Dry Gin, inspired by his extensive travels and the rugged beauty of the Lake District, blends bilberries, wild gorse flowers, stinging nettles, and local honey into a refined, complex spirit. Its gear-shaped bottle nods to Hammond’s lifelong love of engineering and design.
Iron Ridge English Single Malt Whisky, named after a striking hillside near Hammond’s Lake District retreat, is matured in rare American bourbon casks and delivers notes of vanilla, caramel, spice, fruit, and a subtle smokiness – a whisky built for those who appreciate craftsmanship and discovery.
Amplified by the DriveTribe Engine
Alongside the debut at DriveTribe Live 2025, DriveTribe will power a comprehensive, multi-platform campaign to bring Hammond’s spirits to audiences worldwide, including:
- Social Media Campaigns across DriveTribe’s highly engaged Facebook, Instagram, and TikTok channels, highlighting the story, craft, and character behind each bottle, told through Hammond’s unmistakable voice.
- Integrated YouTube Features, with upcoming DriveTribe videos showcasing the gin and whisky in real-world settings: from road trips and taste tests to garage chats and adventures with fellow automotive personalities.
- Targeted Advertising driving global awareness and direct-to-consumer online sales, making it easy for fans and spirits lovers to access the new collection.
Launch Events & Where to Find the Spirits:
- Friday, 4th July 2025 – Flourish: Richard will visit Cotswold Fayre’s retail sites – Flourish at Glenavon Farm in Bristol and Flourish at Farleigh Road in Bath – to meet customers and sign bottles, which will be available for purchase on the day.
- Saturday, 30th August 2025 – DriveTribe Live 2025: The official debut of Ratio Gin and Iron Ridge Whisky, featuring exclusive tastings, behind-the-scenes insights, and the opportunity to meet Hammond and purchase bottles on-site.
- Sunday, 31st August 2025 – Salon Privé: Hammond’s spirits will be showcased at this prestigious automotive and lifestyle event, with Richard in attendance to meet fans and celebrate the launch.
- Globally available beginning September 2025
Any questions? Email Tilly Williams at marketing@drivetribe.com