Jeremy Clarkson makes promise for ‘as long he lives’ after buying The Farmer’s Dog pub

Jeremy Clarkson has made a serious promise following his new pub opening last year.

The former Top Gear presenter, 65, renovated The Windmill barn near Burford and reopened it as The Farmer’s Dog in August 2024.

Season four of Clarkson's Farm covered its chaotic build-up, such as permit issues and staffing exits.

With his ambitious farm-to-fork approach, his rule of only using British produce and British drinks is proving slightly problematic.

Items such as Heinz Ketchup, Coca-Cola and black pepper can't be sourced for the pub.

Things like black pepper are said to be ‘ten times more expensive’ to source in the UK, says Clarkson.

But given the difficulties of running a farm and a pub at the same time, The Grand Tour star has made a promise to take it easy from now on.

In a recent interview with The Times, he admitted that he wants to slow things down from a business point of view.

Clarkson debuted Hawkstone lager in 2021 (David M. Benett/Dave Benett/Getty Images for Hawkstone)

“I’m done with business now. I am not starting another business as long as I live. I don’t understand it and am not motivated by money. I just want a good craic,” he said.

In 2021, Clarkson launched Hawkstone using barley grown exclusively on his Diddly Squat Farm in Oxfordshire.

The British lager shot to the top of Amazon’s best‑seller list within eight hours of release and is now being supplied to 2,000 pubs, as well as in many of the national supermarkets.

Clarkson promises to never open another business (Max Mumby/Indigo/Getty Images)

“I want the Peroni board saying, ‘What the hell has gone wrong? We’re selling nothing in the UK’ I want total domination of the British lager market,” he admitted.

“Sell tons of beer and put Peroni out of business.”

With four of the eight beers and ciders on tap at The Farmer’s Dog being 100 per cent British, Clarkson adds: “Hopefully, everybody benefits from Hawkstone, The Farmer’s Dog and Diddly Squat.

“Whether you are growing black pepper in Cornwall or barley in Scotland, it is all backing British farming.”

The lead up to the opening of the pub has been problematic (The Farmer's Dog)

Clarkson also promoted the role of pubs in towns and villages, urging people to 'go to your local pub on your way home from work' instead of scrolling on social media.

“Just have a pint, a chat with someone. It is a bit less time scrolling on social media, a bit less time sitting with your non-communicative children,” he said.

“Go and have a pint. It is a sensible and nice thing to do. It benefits the individual, the pub.

“Even in London. If you come out of the Tube station, don’t go home.”