Jeremy Clarkson launches his own beer to sell on Diddly Squat farm
Jeremy Clarkson is adding to his homegrown produce by launching his own beer.
The Grand Tour presenter will sell his new lager, Hawkstone in the shop at his Diddly Squat Farm, his adventures at which have been the subject of a hit Amazon Prime series.
Speaking to The Sun, Jeremy, 61, admitted his marketing ideas have been shot down, quipping his slogan encouraging alcoholics to give his tipple a try was overruled by the Advertising Standards Authority.
Cheers: Jeremy Clarkson is adding to his homegrown produce by launching his own beer which he will sell in his farm shop. Pictured with Clarkson’s Farm co-stars Gerald and Kaleb
‘If you’re an alcoholic, don’t fight it, feed it’ fell foul of the regulator,’ he admitted.
‘There’s so much you can’t say. For example, “This is a delicious breakfast beer” — they won’t allow it. It’s very boring. Basically, all I’m allowed to say is, “This is lager”.’
Growing the barley on his farm, the lager will be available for sale online and in Jeremy’s farm shop but he hopes it will eventually be stocked in pubs and supermarkets.
The star admitted that he was inspired to launch the new venture after being told at school that he ‘couldn’t organise a p*** up in a brewery’.
‘I wanted to have a brewery so I could have a p ***-up in it. Now I can go back to my old careers teacher and say, “You see? I told you I could do it!” It is a very well-made beer. I’m out for world domination. Nothing less will do.’
New venture: Jeremy, 61, admitted his marketing ideas have been shot down, quipping a slogan encouraging alcoholics to give his tipple a try was overruled by the Advertising Standards Authority
The lager could signal more catastrophes on the farm though, as viewers of his hit Amazon Prime show Clarkson’s Farm, have witnessed. The second series is currently being filmed, and Jeremy said brewing his own beer has made his antics ‘ten times worse’.
‘I’ve had so many accidents on the tractor,’ he confessed. ‘The other night I got into bed at 2am and Lisa asked if I’d had a good day and I said, ‘Yes, it’s been brilliant’. The next morning Lisa comes in and tells me it’s devastation outside. The gate posts were knocked over, bins everywhere, the barn door was smashed in.
‘It’s like that bit in The Wolf Of Wall Street when he thinks he hasn’t had an accident. Now we’ve got our own beer, the opportunity for accidents has gone through the roof.’
Back in 2017 Jeremy cut down on his drinking after a near-deadly bout of pneumonia and blood poisoning.
Rural living: The Grand Tour presenter will sell his new lager, Hawkstone in the shop at his Diddly Squat Farm, his adventures at which have been the subject of a hit Amazon Prime series. Pictured, Clarkson’s girlfriend Lisa Hogan in the shop
He revealed at the time how he turned purple and was shaking uncontrollably in Majorca and was admitted to hospital without any tests because doctors were so worried.
But more recently Jeremy has returned to the booze, admitting he is ‘the unfittest’ he’s ever been because he had been ‘drinking himself silly’ during lockdown.
The former Top Gear presenter spent the pandemic filming Clarkson’s Farm on his 1,000 acre farm in Oxfordshire, and he confessed to over-indulging on alcohol during the shoot.
Jeremy, who lives on the farm with his girlfriend Lisa Hogan, 46, told The Sun: ‘Lisa and I have drank ourselves silly.
‘When you’re farming one of the joys is the sun going down and leaning on a fence and looking at your sheep or your crops or watch the changing of the seasons.
‘So has it made me fitter? No. And the other thing about farming is how automated it is, you never have to actually walk anywhere, you just drive everywhere it’s fantastic. I’m the unfittest I’ve ever been.’
Although Jeremy has owned Diddly Squat Farm since 2008, he’s only been running it for the past couple of years.
New life: The former Top Gear presenter spent the pandemic filming Clarkson’s Farm on his 1,000 acre farm in Oxfordshire, and he confessed to over-indulging on alcohol during the shoot