Hawkstone Lager

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Hawkstone Lager
Hawkstone Lager.jpg
Bottle and glass of Hawkstone Lager
TypeBeer
ManufacturerThe Cotswold Brewing Company
Country of originEngland
Region of originOxfordshire
Introduced2021
Alcohol by volume4.8
StyleLager
IngredientsBarley

Hawkstone Lager is an English lager. It was created in 2021 at the behest of the television presenter and farmer Jeremy Clarkson using ingredients grown at his Diddly Squat Farm in Chipping Norton, Oxfordshire. It was brewed by The Cotswold Brewing Company.[1]

History[]

Jeremy Clarkson is a British television personality. He owns Diddly Squat Farm in Oxfordshire and had been running it personally since 2019 for the purposes of the Amazon Prime Video documentary Clarkson's Farm.[2] Due to a lowering of government farm subsidies,[3] in 2021, he decided to make a lager beer using barley grown on his farm.[4] After consulting with his farm workers, he decided it should have a 4.8 ABV.[5] Clarkson had to have the beer rebrewed after an initial attempt due to it failing a blind taste test against a nearby local beer.[5] It was originally planned to only be sold at Clarkson's farm shop but it was later sold on Amazon as well.[6] The beer was criticised by locals in nearby Chadlington for Clarkson creating the beer to compete with local brewers and potentially drawing business away from them rather than supporting them.[7]

Advertising[]

Originally Clarkson claimed that he intended to call the beer "Lager McLagerface" but this was vetoed by the advertising agency for not conveying a premium lager image.[3][5][8] It was named Hawkstone Lager after a prehistoric stone located near Diddly Squat Farm.[9] He produced a number of television adverts for the beer intending to be broadcast on national television in the United Kingdom. However, the adverts were banned from being broadcast by the Advertising Standards Authority. These were reportedly banned on the grounds that the first one contained Clarkson saying the phrase "fuck me, that's good",[4] the second one for Clarkson saying the beer was better than Birmingham and the third was banned on the grounds that it promoted alcohol being served irresponsibly as it featured Clarkson drinking the lager in the morning before going to work.[10] When Hawkstone Lager was released, it became the top selling beer on Amazon.[11] In January 2022, Clarkson announced that the beer would be sold on tap in pubs in Oxfordshire.[12]

References[]

  1. ^ "Cotswold brewery teams up with Jeremy Clarkson to launch his own lager". Punchline Gloucester. Retrieved 26 December 2021.
  2. ^ "Jeremy Clarkson's Cotswold beer becomes best selling on Amazon". Business Live. 29 November 2021. Retrieved 26 December 2021.
  3. ^ a b Clarkson, Jeremy. "Hic! Turns out I can organise a piss-up in a brewery: My own". The Times. Retrieved 26 December 2021.
  4. ^ a b "Jeremy Clarkson shares 'bad news' about 'offensive' lager ad". Dorset Echo. 5 December 2021. Retrieved 26 December 2021.
  5. ^ a b c Quadri, Sami (28 November 2021). "Jeremy Clarkson reveals what he really wanted to call his new lager Hawkstone". Evening Standard. Retrieved 26 December 2021.
  6. ^ "Clarkson's Farm beer now available on Amazon". . 26 November 2021. Retrieved 26 December 2021.
  7. ^ Woodruff, Leanne (10 January 2022). "Clarkson riles locals with new beer for Diddly Squat farm shop". Gloucestershire Gazette. Retrieved 18 January 2022.
  8. ^ Jeremy Clarkson Reveals Name of Diddley Squat Beer Hawkstone Oxfordshirelive.
  9. ^ "Chilling legend behind Jeremy Clarkson's Hawkstone Lager name". Gloucestershire Live. 3 December 2021. Retrieved 26 December 2021.
  10. ^ "Jeremy Clarkson's banned advert for his Hawkstone lager". Oxfordshire Live. 22 December 2021. Retrieved 26 December 2021.
  11. ^ "Jeremy Clarkson's Hawkstone Lager is UK's best selling beer on Amazon". Metro. 26 November 2021. Retrieved 26 December 2021.
  12. ^ "Jeremy Clarkson's Hawkstone lager: The Chipping Norton and Burford pubs selling beer". Oxfordshire Live. 4 January 2022. Retrieved 5 January 2022.
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