Jeremy Clarkson admits to new pub 'failure' and why Coca-Cola isn't on the menu

Jeremy Clarkson has opened up on his 'failure' as the doors finally swing open on his eagerly anticipated £1 million pub. And in doing so, he's revealed why he doesn't have Coca-Cola anywhere inside the watering hole.

The pub, named The Farmer's Dog, is expected to feature heavily in season four of Clarkson's Farm as Jeremy looks at new ways to sell the produce he creates with his crops and other harvested products.

It comes after a third season in which the former Top Gear man looked at other ways to make money as a farmer due to the uncertainty produced by relying on arable land alone.

The pub is around 20 minutes away from Diddly Squat Farm (Ben Birchall/PA Wire)

Located on the A40 in the village of Asthall, on the outskirts of Burford in the Cotswolds, The Farmer's Dog is a 20 minute drive away from Diddly Squat Farm.

And just like the farm shop, queues are expected to be huge when the pub opens its doors to the public for the first time today (23 August) in time for the bank holiday weekend.

As part of the promo for the new pub, Clarkson and his team have put together a website.

Here, Clarkson has opened up on his self-labelled 'failure' when it comes to the pub. And it is all to do with keeping things British - which also explains his Coca-Cola decision.

Clarkson has put up an old Grand Tour tent to deal with demand (Ben Birchall/PA Wire)

"I have tried my absolute hardest to make sure that every single thing you consume in The Farmer’s Dog was grown or reared by British farmers. And I have failed," Jezza writes.

"Yes, the pork, the beef, the lamb and the venison are all British. And so is pretty much everything else. The milk, the butter, the eggs, the vegetables and the fruit. We even cook in British oils.

"But there have been some problems like, for instance, the simple G&T. You can’t have a pub that doesn’t offer a gin and tonic. But there is quinine in tonic water, and you can’t grow that in Britain."

The car park for Clarkson's new pub (Ben Birchall/PA Wire)

He continues: "Sure, I could have served gin and water instead, but I didn’t think you’d enjoy it very much. Especially as, instead of a slice of lemon, you’d have been given a slice of turnip, or some potato peelings.

"You can, however, run a pub that doesn’t serve avocado or Coca-Cola, so we don’t. Instead, we offer you British fizzy drinks made with British grown fruit. And British grown tea. And before you ask, yes, the wine is British too.

"As is the Hawkstone, obviously. So, that’s it really. We’re delighted to be doing all we possibly can to support British farming and we’re delighted that you’re here to help us."

It comes as Jeremy issued a last minute plea to his fanbase ahead of the pub opening as he looked for one final ingredient in his campaign to keep produce as British as possible.