RAISE A GLASS
Jeremy Clarkson launches very boozy £85 ‘non-advent calendar’ for fans who refuse to do Dry January
The Clarkson's Farm-er has revealed his new business venture ahead of the new year
JEREMY Clarkson has launched a new anti-advent calendar for January – for those who want to keep holding on to the festive spirit this January.
The Clarkson’s Farm star’s beer company, Hawkstone Beer, has announced two versions of the calendar, which will give you a tipple every day throughout the month.
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The calendar proudly declares “January is rubbish, your drinks don’t need to be”.
Available in “dry” and “damp”, Clarkson is aiming to help those out who are taking part in Dry January… or helping those out who are dead set against it.
Sharing a video of the calendar on Instagram, the beer company declares: “What better to make a sometimes miserable month a jolly one …with a little bit of excitement to open every single day ..order now…#backbritishfarmingdrinkhawkstone”
In the alcoholic version of the calendar, the giant box contains 31 doors each hiding a drink in differing strengths, starting with low-alcohol beer all the way up to 40% proof vodka.
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Each calendar guarantees 16 x 330ml cans of Hawkstone 0.3% Spa lager, 15 x 330ml cans of 3.4% Hawkstone Breeze lager and a 70cl bottle of Hawkstone vodka, with two shot glasses for good measure.
The dry version contains a can of the Hawkstone 0.3% Spa lager, plus the vodka bottle for February 1st to celebrate you completing the month.
Fans were delighted at the new merch, and immediately shared how much they loved the idea.
One wrote: "That is pure Genius! I’m just enjoying one of the 24 Hawkstones that my wife bought me for Christmas. Marvellous stuff! Cheers all!"
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"I would buy 2 and have them shipped to Alaska if I could," said an international fan.
While a third simply wrote: "Shut up and take my money."
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The new venture comes after Clarkson opened his new business, The Farmer's Dog, in Oxfordshire alongside longtime partner Lisa Hogan.
However, it was immediately hit with issues with light-fingered punters swiping memorabilia, including their branded glasses.
The TV star branded the business a 'total disaster' after 104 thefts in a single day, with cheeky thieves putting the pint glasses on eBay.
He wrote in : "People seem to have it in their heads that if they come in for a pint they are entitled to go home with the glass in which it was served.
"Last Sunday 104 went missing. And that cost must be added to the £100 a day we spend on fuel for the generator, the £400 a week it costs to provide warmth on the terrace and the £27,000 a month we must spend on parking and traffic marshals to keep the council off our back."
He continued: "It’s galling to see how much effort is required to make so little money on the farm. It’s worse at the pub.
"The customers are coming. There’s no problem there. But turning their visits into a profit is nigh-on impossible."
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