News

Marston’s stocks Jeremy Clarkson’s lager

16 December 2024 By Louis Thomas

Pub operator Marston’s has announced that it will serve Jeremy Clarkson’s Hawkstone Lager at more than 100 of its locations across the UK.

Marston’s has become the first national pub brand to have Hawkstone Premium Lager on tap, with 105 of its pubs now stocking kegs of the beer, made from barley grown on Clarkson’s Diddly Squat Farm, in their cellars.

Clarkson’s efforts to promote Hawkstone have at times been controversial, but never boring, with the ex-Grand Tour and Top Gear presenter taking to social media to share short videos where he makes claims about his beers, including one shot in a gym where he said that the low-alcohol version of Hawkstone was good for hydration.

Although Hawkstone now produces a range of beers and ciders, it is understood that it is the flagship lager which is being served at Marston’s pubs – while other pubs throughout the UK do serve the beer (with Clarkson going on a tour of the London ones two years ago as part of a promotional campaign), this latest deal is the biggest by some distance for Hawkstone.

Asked about whether Clarkson’s role as a spokesperson for British farmers, especially in recent weeks in response to the government’s controversial changes to inheritance tax, prompted the partnership, a spokesperson told db: “Farmers are well-respected members of our communities, who play an integral role in the crucial supply chain that sustains UK pubs and brewers from soil to sip. A healthy, sustainable farming sector is essential not just to our industry but to the nation as a whole, and we encourage ongoing dialogue between the government and industry stakeholders to ensure that policy developments foster its long-term stability, growth and resilience.”

As for Marston’s own response to Rachel Reeves’ Budget, they spokesperson said: “We’re extremely optimistic for the future of the British pub industry and are committed to supporting the communities we serve through our thriving estate of local pubs. The recent changes announced in the Budget have in no way changed our position on the exciting opportunities ahead of us.”

Clarkson himself has also opened his own pub, The Farmer’s Dog in Oxfordshire. On the topic of whether this might be good news for pub operators such as Marston’s, as it may help to expose the challenges of running pubs, something which Clarkson has already done for farming with his hit Amazon Prime series, they said: “Clarkson’s Farm has undoubtedly been a huge success, credited with raising the profile of British farming and giving the public a renewed appreciation of the effort, passion and care that farmers put into their work every day. Should The Farmer’s Dog feature in upcoming series of the show, we have no doubt it will be equally entertaining while shining a light on just how fantastic, collaborative and important the pub industry is too. We wish him and his team every success for the future.”