Hosting a piss up in a brewery for Clarkson's new beer launch

To mark the launch of Jeremy Clarkson’s new Hawkstone Lager, produced using home-grown barley from his Cotswolds farm, we threw a big “Piss Up in a Brewery” and invited key media to join for the celebrations. The creative thought for the event was inspired by Clarkson’s former school teacher, Mr McLaren, who told him he “couldn’t organise a piss up in a brewery”… So, to prove him wrong, we did just that!

 The iconic British broadcaster and journalist has become a farming phenomenon, with his endeavours well documented on Amazon’s Clarkson’s Farm. But, nobody could have anticipated the frenzy the announcement announcing his larger launch would spark…. Thanks to some hilarious “banned” ads and engaging with key Editors and showbiz press around the country, within hours Hawkstone shot to the number 1 spot for beers and lager sales on Amazon.co.uk. Pretty soon, there were genuine concerns over selling out of stock ahead of Christmas.

 Widespread national and regional coverage ensured, with over 50 pieces of secured in the first 4 days. Among the highlights were exclusives with The Sun and The Sunday Times, as well as solus pieces in The Express, The Daily Mail, The Daily Star, The Daily Mirror, Evening Standard, The Times, The Metro, LAD Bible and The Drinks Business.