Jeremy Clarkson’s Hawkstone Brewery has partnered with Wildfarmed to launch a new lager made with regeneratively farmed barley.
Called Wildthing, the NPD has rolled out in more than 300 Tesco stores, as well as via DTC and in the on-trade (rsp: £9.50/4x440ml).
A 4.6% abv lager, Wildthing had been created “to celebrate British farming and get more people talking about where the ingredients in their pint come from”, Hawkstone and Wildfarmed said.
“Wildfarmed’s mission is to support farmers in regenerating soils and nature. With Wildthing, we’re putting our regenerative grains straight into your glass,” said Wildfarmed co-founder Andy Cato.
Andy Cross, sales director at Hawkstone, added: “This is much bigger than putting another beer on a shelf or a bar. We’ve got two businesses with farming at their heart coming together, a brilliant beer, and a campaign designed to get people talking about British farming.”
The launch of Wildthing will be backed by a major campaign by Hawkstone, spanning PR, social, CRM, paid media, OOH, retail media, in-store activation and on-trade activity.
Cato, who is also one half of the electronic music group Groove Armada, has also teamed up with the Hawkstone Farmers Choir to record a new version of the track Wild Thing in support of the launch. Proceeds from its release will be used to support farming charities.
Hawkstone and the Hawkstone Farmers Choir have also committed to donate a total of £100,000 to charitable causes as part of the campaign.
The choir’s £50,000 will be shared equally between Mind, RABI, the Farming Community Network (FCN), Shout, and the DPJ Foundation, while Hawkstone’s matching £50,000 will be used to support 24/7 mental health text service Shout.
The partnership comes amid a busy year for both businesses. In spring, Hawkstone splashed £3m on a new integrated campaign, including activity across TV, on and off-trade, and appearances at festivals.
The drive came off the back of a year in which value sales of Hawkstone’s beer and ciders surged by over 200% to £14.2m [NIQ 52 w/e 18 April 2026].
Meanwhile, Wildfarmed has launched collaborations with high-profile fmcg businesses including Nestlé and Shake Shack, while continuing to expand its presence across bakery in UK grocery.
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