Jeremy Clarkson says 'I'm in trouble again' after 'healthy' lager comment

The TV star said he'd got himself into some 'bother'

Jeremy Clarkson at the Memorial Hall in Chadlington, where he held a showdown meeting with local residents over concerns about his Oxfordshire farm shop. Picture date: Thursday September 9, 2021. (Photo by PA Video/PA Images via Getty Images)
Jeremy Clarkson said he's 'in trouble again'. (PA Video/PA Images via Getty Images)

Jeremy Clarkson has admitted he’s “in trouble again” after referring to his lager as a “healthy alternative”.

The Grand Tour and Clarkson’s Farm star owns Hawkstone Lager, which is a beer and cider brand that is brewed in Gloucestershire. And he told fans on Instagram that he was in hot water over the way he described one of the products.

The star explained what happened in a post entitled: “I’m in trouble again.” The video showed Clarkson trying his drink as a person off camera was heard asking: “Jeremy, where are we?"

He replied: “I'll tell you where I am. I'm in a lot of bother, because I recently described Hawkstone's brand new ultra-low alcohol spa lager as the healthy alternative. But I've been told by the lawyers, you can't actually say that."

Jeremy Clarkson attends the Hawkstone lager launch on November 25, 2021. (Getty)
Jeremy Clarkson attends the Hawkstone lager launch on November 25, 2021. (Getty)

“I don't know why, because I mean, compared to heroin it's much healthier," he quipped. He then sipped his drink and exclaimed: “F*** me that's relaxing!"

Clarkson launched brand in 2021

Clarkson launched his Hawkstone alcohol in 2021 with the Cotswold Brew Co, after already having success with homegrown produce at his Diddly Squat Farm shop. He joked in The Sunday Times that he initially wanted to name it "Lager McLagerface”.

NORTHAMPTON, UNITED KINGDOM - JULY 9: British TV presenter Jeremy Clarkson relaxes on the Alpine hospitality suite deck after the F1 Grand Prix of Great Britain at Silverstone Circuit on July 9, 2023 in Northampton, United Kingdom. (Photo by Kym Illman/Getty Images)
Jeremy Clarkson launched the brand in 2021. (Getty Images)

“Or McFace for short,” he said. “But one of my partners in the enterprise is an important London ad man, who said that McFace didn’t conjure up quite the premium image. He wanted the Milk Tray chocolates man parachuting into a schloss, not Begbie and a mega mega white thing.”

Star warns of exploding bottle risk

It isn’t the first time that Clarkson has experienced some issues over his booze brand. In July, he warned his fans that there was a chance – albeit a “very slim” one – that some of his bottles of cider could explode.

“F*** f*** f*** f*** f*** f***,” he posted on X at the time.

LONDON, ENGLAND - JUNE 09: Jeremy Clarkson during the
In July Jeremy Clarkson warned that some of his bottles could explode. (Getty Images)

“There’s been a massive c*** up and as a result, there’s a very slim chance, some of our Hawkstone CIDER bottles might, there’s no easy way of saying this, explode. If the cap has the code L3160, open it underwater, pour it away and get in touch for a refund.

"Really sorry about this but on the upside, the beer is fine and still delicious. As is the cider, in bottles that are unaffected. Which is almost all of them.”

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