Jeremy Clarkson Launches Beer-Themed Mobile Game Amid Financial Setbacks
Jeremy Clarkson is no stranger to new ventures, but his latest project may be his most unexpected yet: a mobile phone game. The Clarkson’s Farm star, who has built his post-Top Gear life around farming, beer brewing, and running a pub, has now taken his entrepreneurial spirit into the digital world.
A Farming Game With a Clarkson Twist
The new game, Beer Farmer, has been created in partnership with his Hawkstone beer brand and was launched to coincide with Back British Farming Day. Players step into the pixelated wellies of a surprisingly spry Jeremy Clarkson character, taking on the challenges of growing barley, battling oversized pests, and harvesting crops — all to ensure the production of Hawkstone’s popular brews.
Clarkson himself joked about the difficulty of the game, saying:
“I’ve always said farming is hard, but it turns out this farming game is almost as difficult. In some ways it’s worse because the wasps are the size of spaniels. But the game is also really good fun, and it makes an excellent point about how much effort goes into growing the ingredients used in every single drop of Hawkstone.”
Fans of Hawkstone beer have an added incentive: anyone who manages to pour a pint successfully in the game will unlock a 15% discount on their next order from the Hawkstone website.
A Run of Misfortune
The lighthearted game launch comes at a time when Clarkson has been dealing with serious challenges behind the scenes. Earlier this week, he revealed that cyber criminals had stolen £27,000 from his Cotswolds pub, The Farmer’s Dog.
Writing in The Sun, Clarkson explained that his pub’s accounting system was hacked, allowing criminals to siphon tens of thousands of pounds. The attack came amid reports of major cyber breaches affecting high-profile companies such as Jaguar Land Rover, Marks & Spencer, and the Co-op.
Clarkson said bluntly:
“Someone broke into our accounting system and helped themselves to £27,000.”
It remains unclear how the hackers accessed the system or whether authorities have made progress in tracking them down.
Setbacks at Diddly Squat
This theft is only the latest in a series of hurdles Clarkson has faced in his attempt to diversify his income through farming and hospitality. His efforts to transform Diddly Squat Farm into a profitable business have been met with local resistance and regulatory pushback.
After opening a restaurant on the farm in 2022, Clarkson was forced to close it following an enforcement notice from the council, citing traffic congestion and planning disputes. Though the restaurant has remained shut, the Diddly Squat Farm Shop continues to operate, selling locally sourced produce and Hawkstone beer — but as Clarkson has frequently admitted, farming is not a lucrative enterprise.
He has previously called farming a “money pit” and a “financial burden,” noting that his television work and media projects remain his main sources of income.
Resilience Through Reinvention
Despite these obstacles, Clarkson has shown a remarkable ability to reinvent himself and keep audiences engaged. From Top Gear and The Grand Tour to Clarkson’s Farm, he has consistently taken risks that blur the line between entertainment and enterprise.
The launch of Beer Farmer demonstrates not only his knack for publicity but also his commitment to championing British agriculture in creative ways. By gamifying the struggles of farming, Clarkson is highlighting the very real challenges faced by farmers across the UK — while simultaneously promoting Hawkstone beer in a uniquely Clarkson manner.
Looking Ahead
As Clarkson navigates the ups and downs of his farming and hospitality ventures, his latest move into mobile gaming underscores both his entrepreneurial drive and his sense of humor. While the financial losses from hacking and council disputes remain serious, Clarkson’s ability to keep creating new projects ensures he stays in the spotlight — and keeps his loyal fanbase rooting for him.
At 65, Clarkson shows no signs of slowing down. Whether it’s in the fields of Chadlington, behind the bar of his pub, or in the pixelated world of a farming app, he continues to prove that reinvention is as much a part of his brand as his outspoken personality.
