Jeremy Clarkson Launches New Hawkstone Venture as His Farm-to-Pub Mission Expands Beyond Clarkson’s Farm
Jeremy Clarkson has added yet another unexpected chapter to his fast-growing farming journey, announcing a new business move that takes him beyond the fields of Diddly Squat Farm and into one of the world’s biggest fast-food chains. The Clarkson’s Farm star, 65, has revealed that his Hawkstone alcohol brand will now be served at Five Guys restaurants across the UK — marking a major leap for a brand he launched just three years ago.
The news comes as Clarkson continues to juggle the booming success of his Amazon Prime series, the day-to-day challenges of farming, and the ongoing evolution of his newly revamped pub, The Farmer’s Dog.
Hawkstone Heads to Five Guys — A Boost for Clarkson’s British Farming Campaign
Hawkstone, launched in 2021, has grown rapidly from a niche farm-born product into a full lineup of premium British beers and ciders. Clarkson announced the Five Guys partnership on Instagram, noting that customers could now “support British farming” simply by ordering a pint.
The partnership marks Hawkstone’s biggest commercial step yet. Five Guys, with more than 1,800 global locations, represents a major stage for Clarkson’s commitment to British agriculture — one he has emphasized repeatedly in Clarkson’s Farm.
Fans and followers praised the move, seeing it as another sign that Clarkson’s agricultural ventures are becoming more than just a TV storyline.
A New Venture Amid Ongoing Pub Controversy
Despite the excitement surrounding Hawkstone’s expansion, Clarkson has also faced headlines for an unusual rule emerging from his Cotswolds pub, The Farmer’s Dog. Last month, it was reported that the former Top Gear host banned customers from bringing their own birthday cakes unless they met the establishment’s strict “100% British” sourcing rules.
The policy aligns with Clarkson’s long-standing pledge: everything served or brought into the pub must come from within a 16-mile radius of the venue. The rule applies to every ingredient, even celebratory desserts.
When a customer emailed asking to bring their own cake, the pub responded:
“As part of our commitment to back British farming, we kindly ask that only 100% British food products are brought into the pub, this sadly includes birthday cakes.”
The move sparked debate online, with some calling the rule admirable and others joking about the lengths required to meet it. But for Clarkson, the policy isn’t about optics — it’s about principle.
Clarkson Admits: Supporting Local Comes at a Cost
In his column for The Times, Clarkson revealed just how difficult — and expensive — it is to maintain his hyper-local rule. He explained that certain ingredients, such as black pepper, cost up to ten times more when sourced in Britain compared to international suppliers.
“Now, a business-minded person would look at these costs and realise that with British-only rules in place, a hotdog was going be priced at about £45,” Clarkson wrote.
“But I’m not a business-minded person. So I just filled my heart with hope, asked an AI program to work out what the average price of lunch in a Cotswolds pub is and just charged that.”
He admitted that, based on current margins, he may be losing as much as £10 per customer.
Still, Clarkson appears determined to keep the rule in place, even if it challenges the pub’s profitability. To him, the mission — supporting British farmers and producers — outweighs the financial strain.
A Growing Agricultural Empire
Between Diddly Squat Farm, The Farmer’s Dog, and Hawkstone’s expansion, Clarkson’s post-motoring life has become an unexpected entrepreneurial empire. What started as a personal experiment in farming has evolved into a multi-branch business built on local products, British-grown ingredients, and a renewed appreciation for agriculture.
With Hawkstone now entering major restaurant chains and Clarkson doubling down on his “100% British” commitment, it’s clear he has no intention of slowing down. As each new venture unfolds, one thing remains constant: Clarkson is reshaping how celebrity, farming, and business can intersect — and he’s doing it on his own uncompromising terms.
