Booze Blues
Jeremy Clarkson reveals he’s already losing eye-watering amount of money at newly-opened pub
The Grand Tour star has confessed that he “failed” to completely follow through on this promise
JEREMY Clarkson has revealed he's already losing an eye-watering amount of money at his newly-opened pub.
Before opening the doors to his £1m Cotswold taproom, The Farmer’s Dog, the TV star announced that it would only use British ingredients.
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Jeremy, 64, vowed to follow through on his promise, even if it meant banning ketchup which is produced in factories in Poland and Spain.
He also banned Coca-Cola from the pub and instead added his partner Lisa Hogan’s own brand of Cotswolds apple juice to his menu as a non-alcoholic alternative to his famous Hawkstone cider.
However, has now revealed that he “failed” to completely follow through on this promise.
He wrote in : "I do ask, if you drop by, to remember this. Your lunch, if it arrives at all, is costing us a lot more than it's costing you - so please be kind.
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";Imported black pepper is about £10 a kilogram, whereas the home-grown alternative is ten times more.
"There are other issues too. If I butcher one of my own pigs and turn it into sausages, each one of those sausages will arrive at the pub costing 74p. If I buy imported pig meat then the cost of a sausage is 18p. It was the same story everywhere.
"Now a business-minded person would look at these costs and realise that with British-only rules in place a hotdog was going be priced at about £45. But I’m not a business-minded person.
"So I just filled my heart with hope, asked an AI program to work out what the average price of lunch in a Cotswolds pub is and just charged that. It’s possible that for every customer who comes through the door I’d lose about £10."
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Jeremy recently opened up about what let him down on the for his “proper British pub”.
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He wrote: “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."
He was quick to confirm that his food produce was all fresh and local., adding: "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."
He went on to confess it's actually a specific drink which breaks the all-British rule.
“There have been some problems like, for instance, the simple G&T,” he revealed.
Jeremy felt strongly that the drink needed to be on the menu, though.
He explained: “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. 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.
But while Jeremy felt the pub shouldn’t compromise on a good gin and tonic, he said he's happy to forego other products which would have been sourced from outside of the U.K.
He said: “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,” Jeremy concluded.
Jeremy’s Hawkstone Beer is a major selling point at the pub.
And, earlier this week, he announced that he’s released a new harvest limited edition beer.
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“This is the new Hawkstone Harvest 5.2% to celebrate the completion of [the] harvest,” he told his Clarkson’s Farm co-star Kaleb Cooper in a video posted on the brand’s official Instagram page.
He then explained that the special edition brew was only available to members, who are called Hawkstonians, many of whom were invited to a preview of the Farmer’s Dog the day before it opened.
Meet the cast of Clarkson's Farm
Clarkson's Farm began streaming in 2021 and follows Jeremy Clarkson and his team managing Diddly Squat Farm in the Cotswolds. Here's a 'who's who' of faces in the Clarkson's Farm cast.
- Jeremy Clarkson: Presenter and journalist; also known for Top Gear, The Grand Tour and Who Wants to be a Millionaire?
- Lisa Hogan: A former actress and Jeremy's partner, who assists in the running of the farm shop.
- Kaleb Cooper: A young farm worker from Chipping Norton, who forms a double act with Jeremy on-screen. He's later promoted to farm manager in series three.
- Gerald Cooper: Specialist in the construction and maintenance of dry stone walls and the farm's "head of security". Of no relation to Kaleb.
- Charlie Ireland: Nicknamed "Cheerful Charlie", a professional land agent who advises Jeremy on land management.
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