Jeremy Clarkson opens up on new pub ‘failure’ ahead of Clarkson’s Farm season 4

Not content with taking on one notoriously difficult industry in farming, Jeremy Clarkson has added running a pub to his CV.

The upcoming fourth season of Clarkson's Farm will feature the former Top Gear presenter’s attempt to open and run a pub, and he’s opened up ahead of its release with some insights into what to expect.

His pub, The Farmer’s Dog, opened its doors in 2024 under his ownership with a commitment to (almost) only stocking and serving food and drink of British origin.

Jeremy Clarkson has expanded his empire with a pub (James D. Morgan via Getty Images)

As its website details, some ingredients have proven a sticking point there. Quinine, for example, is an essential component of tonic water that unfortunately can’t be grown in Britain.

“You can’t have a pub that doesn’t offer a gin and tonic,” admits the About section on the pub’s website, and so it’s an exception that had to be made.

This, according to Clarkson, is his main ‘failure’ with the new pub. No exceptions have been made for Coca-Cola, however, so don’t expect a pint of that if you make a visit.

"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," the About section, ostensibly written by the man himself, reads.

"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.”

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."

Clarkson has his own range of beer, including Hawkstone Lager (Dave Benett via Getty Images)

The Farmer’s Dog is situated on the A40 near Asthall in the Cotswolds, about 20 minutes by car from Clarkson’s Diddly Squat Farm.

Another season four feature to look forward to is a visit from Prince William.

The Prince of Wales was joined by stars of the hit series, Kaleb Cooper and Charlie Ireland on a visit to meet young farmers in Somerset.

A camera crew from the Amazon Prime show followed William on his trip to Folly Farm, nestled in a 250-acre nature reserve in Pensford, Chew Valley, where he was raising awareness of mental health care for farmers.

William told Cooper as they met outside in the spring sunshine: “You’ve got George watching now. I said to him ‘What shall I say if I meet Kaleb?’”

“He said ‘Tell Kaleb to mind his language”.

Ireland said afterwards, of hearing that Prince George watched the programme: “It’s great because it’s meant to bring everyone together, isn’t it – on the family sofa.”

Cooper joked: “I did get told off for swearing too much… I tried to stop, but at the same time, it’s awesome. That’s what I like about the whole show… I’ve had so many people thank me, going ‘you brought the family together’. It’s a great feeling.”

Cooper greeted William with the quip “great hair”, with the prince laughing and remarking “Is that your clean shirt?” and joking about his shoes: “Are they the cleanest ones you’ve got?”