Hawkstone Beer Sales Hit £21.3m as Clarkson's Farm Season 5 Bends the Premise
Hawkstone beer sales hit £21.3m in the year to March 2025, and that is the clearest sign that clarkson's farm season 5 is no longer built around a struggling hobby farm. A review of the fifth series says Jeremy Clarkson's real-world operation has grown so successful that the show's original failure narrative is harder to believe.
Clarkson's Cotswolds empire
The review says Clarkson has essentially colonised the Cotswolds in his own image. The Farmer's Dog pub needed a nearby field turned into a 360-space car park to handle demand, while Diddly Squat farm shop now sells branded hats and cufflinks, plus a jar of honey with Clarkson's face on it.
Those details move the show away from the modest-farm premise that launched it. The business around the series now reads less like a side effect of television and more like a retail and hospitality machine built off the brand itself.
Hospital footage and health reset
Series five opens with iPhone footage of Clarkson in hospital with chest pains, and he says he was apparently days away from a catastrophic heart attack. He gets on weight-loss jabs, starts eating yoghurt and has to slow down and rest wherever possible.
That shift gives the series a practical complication: the man who once fronted a show about agricultural chaos is now being forced into a slower routine by his own body. The review says the 2024 farmers' protest is curiously minimised even though Clarkson ended up as the face of it.
Hawkstone and the Dutch farm
Hawkstone's stated aim is to put Peroni out of business, and the review quotes that ambition in the phrase Peroni “out of business”. The brand's £21.3m sales figure gives the clearest business case for why the farm-show conceit has shifted: Clarkson is no longer only filming farming, he is selling the lifestyle around it.
The series also sends him to meet a potato farmer in the Netherlands who has optimised every part of his farm, including a plot designated as an airport to better facilitate targeted drone-based pest control. For viewers, the takeaway is blunt: the show now has to work harder to sell failure when the surrounding empire is expanding, and that friction is exactly what season five is trying to manage.
