Close Menu

Piers Morgan celebrates with Jeremy Clarkson’s lager

The Hawkstone Lager Instagram account shared a video of Piers Morgan toasting his new television show with a beer made from barley grown by his former nemesis Jeremy Clarkson.


View this post on Instagram


A post shared by Hawkstone (@hawkstonelager)

In what is a remarkable testament to the importance of drinks to diplomacy, Morgan states that he would “obviously” celebrate with Clarkson’s Hawkstone lager. This comes despite the feuding broadcasters’ less than harmonious history.

It was at the 2004 British Press Awards that Clarkson allegedly went up to Morgan and told him “now that you’re in my world of telly, I can tell you you’re crap.” He then proceeded to punch Morgan several times. The spat continued into the social media age, with Clarkson calling Morgan a “t*at” and expressing a desire to see him in prison. Morgan retaliated several times in the tabloids and on Twitter.

Since then, however, the opinionated pair have buried the hatchet. In December 2020, Clarkson hosted Morgan on the revived Who Wants To Be a Millionaire? Perhaps fittingly, Morgan lost out on a Formula 1 question, leading his adversary to gloat that “if you wait by the riverbank long enough, the bodies of your enemies will come floating by.”

The slightly unconventional reconciliation continued at The River Cafe, one of a handful of London venues to stock Hawkstone. Though Morgan states that he is celebrating “64 million eyeballs” seeing his new show Piers Morgan: Uncensored, ratings have declined since his interview with Donald Trump, which peaked at 400,000 viewers, to just over a quarter of that.

A key marketing thrust for Morgan’s new show has been “love him or hate him”, but Hawkstone’s followers seem firmly in the latter camp. “Oh well, there are other beers” comments one, while another goes for “that’s the last case of Hawkstone I buy, utter lowlife of a man”.

Controversy, a hallmark of Clarkson’s screen and print persona, has been pivotal to the brand’s digital marketing. Much like how Morgan’s Uncensored programme supposedly allows him to finally express opinions he has been consistently able to express in the media, Clarkson takes to social media to claim that “the lawyers” prevented him from saying what he then proceeds to say when promoting Hawkstone.

It looks like you're in Asia, would you like to be redirected to the Drinks Business Asia edition?

Yes, take me to the Asia edition No