Jeremy Clarkson finally offering ‘banned’ product at pub after huge demand

Jeremy Clarkson finally offering ‘banned’ product at pub after huge demand

Jeremy Clarkson finally offering banned product - After years of maintaining a strict policy, Jeremy Clarkson has made a notable shift at his Cotswolds pub, The Farmer’s Dog, by reintroducing a long-absent item to its menu: wine. The move marks a significant evolution for the former Top Gear host, who had previously ruled out serving non-British products since the establishment’s launch in August 2024. Now, the pub is proudly showcasing its own British wine range, a decision that has sparked both curiosity and enthusiasm among patrons and fans alike.

Exclusivity as a Core Principle

When Clarkson opened The Farmer’s Dog in the Oxfordshire village of Asthall, he emphasized the pub’s commitment to British-made goods. The menu featured exclusively homegrown items, including own-brand food and drink products, reflecting his philosophy of supporting local producers. This exclusivity extended to the wine section, where a notable gap was left. However, recent developments suggest that the demand for British wine has grown so substantially that Clarkson has chosen to embrace it.

"There was a time when English wine was like a child’s recorder playing; you wanted to like it, but it wasn’t very good. Fortunately, that time has gone," the pub stated in a recent announcement.

According to the statement, the renewed interest in British wine is attributed to "warmer summers and expert farming," which have enhanced the quality of grapes grown in the UK. The introduction of the Knollbury Fort range is framed as a tribute to British agricultural innovation, aiming to highlight the country’s growing reputation in the wine industry. This decision not only diversifies the pub’s offerings but also reinforces Clarkson’s ongoing dedication to celebrating local craftsmanship.

A Condiment That Demanded Attention

While the wine’s return is a fresh development, the pub’s journey to the present has been marked by other unique choices. In August 2025, Clarkson’s establishment made headlines by selling a ketchup that is entirely made from British ingredients. The condiment, developed in collaboration with a Chatham-based producer, uses tomato passata from the Isle of Wight, apple cider vinegar from Hampshire, Essex salt, and sugar and onions sourced locally. This endeavor was driven by a request from Clarkson’s Diddly Squat team, which sought to create a product that embodied the pub’s ethos of national pride.

"Making a 100 per cent British ketchup after Jeremy Clarkson alerted us to the fact there wasn’t one was very hard," said Kier Kemp, the producer’s boss, in an Instagram video documenting the process. "It turned out to be really hard," Kemp added, noting the urgency with which the Diddly Squat team had pressed for the sauce. "They wanted it as soon as possible."

The ketchup’s creation involved a careful balance of ingredients, as the team had to source alternatives to traditional British tomato puree. This challenge underscored the pub’s commitment to authenticity, even as it highlighted the complexities of maintaining a fully local menu. The introduction of the condiment was a playful yet meaningful gesture, aligning with Clarkson’s broader vision of promoting British agricultural excellence.

A Farming Philosophy in Action

Diddly Squat, the 1,000-acre farm at the heart of Clarkson’s Farm, plays a central role in the pub’s identity. The show, which follows Clarkson’s experiences as a novice farmer, has been instrumental in shaping the pub’s values. By paying less than £1 million for the Asthall venue—formerly known as The Windmill—Clarkson has transformed it into a hub for British farming and food production.

Yet, the pub’s launch was not without its challenges. One of the most frequent criticisms came from fans who noticed the absence of prices on the menu. This raised questions about the cost of meals at the establishment, with some suggesting they might be more expensive than those at other local pubs. The situation was humorously addressed when a customer jokingly remarked on X/Twitter that they would need to remortgage their home to afford a drink at the pub. Clarkson quickly clarified: "It’s £5.50 a pint."

Clarkson’s approach to the menu has always been flexible, he explained. "The menu changes – it’s whatever we’ve got," he said, emphasizing the pub’s reliance on locally available produce. This philosophy has led to a menu that, while British-focused, adapts to the seasonal availability of ingredients. The absence of items like Coca-Cola and coffee, which are common in other pubs, has been a point of distinction, though it has also drawn some skepticism from customers accustomed to more standard offerings.

A Legacy of Local Pride and Adaptation

Despite the initial challenges, the pub has since become a symbol of Clarkson’s commitment to British farming. His decision to introduce wine and ketchup reflects a willingness to evolve while staying true to his core values. The recent additions to the menu are not just about expanding options but about proving that British products can compete on a global stage.

As the pub continues to grow, it serves as a testament to Clarkson’s passion for rural life and his belief in the quality of British agriculture. The introduction of Knollbury Fort and the 100 per cent British ketchup represents a culmination of years of effort, blending tradition with innovation. These products are more than just menu items—they are statements of national pride, crafted with the same attention to detail that has defined Clarkson’s work in television and farming.

In the end, the success of The Farmer’s Dog lies in its ability to adapt while maintaining its identity. From the strict exclusivity of its early days to the inclusion of wine and ketchup, the pub has embraced the demands of its patrons, proving that even the most stringent rules can give way to new opportunities. As the Cotswolds continue to buzz with talk of the pub’s offerings, it remains a unique blend of Clarkson’s personality and his dedication to the land he now calls home.