Ricky Gervais’ Dutch Barn Mailing List: A Masterclass in Intentional List Building
Just some of the IG stories I spotted from 5th–15th November 2025
Ricky Gervais isn’t just a comedy genius, he’s also giving us a marketing masterclass. Specifically, he’s been putting his Dutch Barn Vodka mailing list front and centre, and honestly? It’s a case study every founder should see.
It all started this autumn when Dutch Barn wanted to run some billboard ads in the London Underground, but a few (most!) got rejected. Most of us would shrug and move on. Ricky? He went loud. He made it funny. He made it a story.
And then he drove people straight to his mailing list.
He framed the ad rejection as censorship, leaning into the outrage and humour we expect from him. Suddenly, it wasn’t just about vodka. It was about free speech… and his segue into the mailing list was presented as your chance to follow the ongoing saga, almost joining the rebellion against the authorities’ ban on the ads.
← Click to watch!
Making the mailing list the star
What really makes this so smart is how intentional he continues to be with his mailing list. He’s not quietly hoping people stumble across it. He talks about it all the time, in ways that actually make people want to sign up. There’s a juicy prize - sign up and you could win a year’s supply of Dutch Barn. There’s an emotional connection too: a portion of proceeds helps rescue donkeys, giving people a reason beyond free booze. And for the fans, there’s exclusive VIP access to Ricky’s world tour, giving them something real and exciting in return.
This level of intent and frequency around a mailing list is rare. I see very few founders talking about their list like this, and even fewer doing it so consistently. And yes, a massive built-in audience like Ricky’s makes it easier, but the principles are still completely actionable for anyone. Make your offer clear, make it meaningful, talk about it often, and turn challenges or stories into reasons to join.
Results that speak
After his viral rant, Ricky himself reported that they gained around 30,000 new subscribers in a single weekend. Insane? Absolutely. But the lesson isn’t about the number, it’s about the strategy. He made it compelling, he made it easy, and he used his story to drive sign-ups.
There’s IG posts & reels too 🥃
Why it works
It works because it’s authentic. It’s pure Ricky: funny, blunt, slightly provocative. The story itself grabs attention, and the incentives are layered, emotional and practical. He controls the channel directly, which means he controls the message, the timing, and what he wants people to do next.
Even if your audience is nowhere near Ricky-sized, this is a masterclass in intentional list building. Don’t hide your list. Make it visible, make it valuable, and give people a reason to care. Use your own story, no matter how small, to make signing up feel worth it. Every interaction, every post, every “failure” or win can be a chance to grow your audience.
Takeaways for founders
Build your list with intention, make it compelling, and talk about it consistently. That’s how small brands can punch above their weight, even without a Gervais-sized springboard.
