adam henson can file this one under television spills into trade. Jeremy Clarkson’s farming empire has moved well beyond the joke of a failing farm, with Hawkstone reporting sales of £21.3m in the year to March 2025.
That is the commercial scale behind Clarkson’s Farm now: a pub, a farm shop and a beer brand that draw enough visitors to force a nearby field into a 360-space car park. The review’s point is blunt — the show set out to lean into farming failure, and the money says something very different.
Hawkstone’s £21.3m year
£21.3m in sales is the clearest sign of where the business has gone. Hawkstone’s stated goal is putting Peroni “out of business”, and Clarkson has turned that ambition into a brand with enough volume to matter outside the television series. For a beer label tied so closely to a presenter’s public image, that number says the audience has become a customer base.
Five series in, Clarkson’s Farm is no longer just a program about fields and machinery. It has become a commercial engine for the products and places around it, especially Hawkstone and the Diddly Squat name attached to the shop.
Farmer’s Dog and Diddly Squat
The Farmer’s Dog pub has already had to convert a nearby field into a 360-space car park to handle demand. That is not a TV tie-in detail; it is a logistics problem created by visitors showing up in numbers large enough to require dedicated parking on site.
Diddly Squat farm shop has moved in the same direction, selling branded hats and cufflinks alongside a jar of honey with Clarkson’s face on it. The merchandise mix is less about agriculture than identity, and that is exactly why the place has become part attraction, part retail stop, part brand extension.
Series five and the frame
Series five opens with Clarkson in iPhone footage at the start of the run, apparently days away from a catastrophic heart attack, and he also gets on weight-loss jabs, starts eating yoghurt, and has to slow down and rest wherever possible. The show still keeps one foot in farming, but the review says the farming material is often the stronger part of the package.
The 2024 farmers’ protest is curiously minimised, while the series also includes a postmortem on a dead sheep and Clarkson hearing from a potato farmer in the Netherlands about a farm optimized so far it was designated as an airport for targeted drone-based pest control. That mix leaves the franchise in an unusual place: the business around Clarkson’s name now looks more durable than the old premise of agricultural failure ever did.
