Jeremy Clarkson’s Hawkstone beer and cider brand has revealed details of a £3m integrated campaign to “drive unprecedented consumer demand and bolster sales”.
The ‘A Year’s Graft in Every Pint’ push will comprise activity across TV, on and off-trade and appearances at festivals.
Hawkstone had secured “a prime solus spot during the World Cup” for its TV advert, enabling it to reach a “massive audience”, the brand revealed.
The spot would “reinforce the brand’s authentic British story” and showcase the “dedication inherent in every Hawkstone pint, from the fields to the glass”.
Meanwhile, activation plans across the off-trade would help “drive consumer engagement and sales”.
They include a ‘Farmers’ Pint and a Half Glass’ gift-with-purchase offer in 300 Morrisons stores and a “farm-themed stunt takeover” in Waitrose Cheltenham, alongside “extensive promotional and visibility activity,” across Hawkstone’s 5,000-plus off-trade stockists.
In the on-trade, Hawkstone will launch mobile bar pop-ups at Young’s sites across London and the south this summer, aimed at bringing “the Hawkstone experience” to pub goers.
The brand will also appear at farming-focused events including Farm Fest, Cereals Event and the Game Fair.
“This is a truly defining moment for Hawkstone,” said Hawkstone sales director Andy Cross. “This £3m investment isn’t just our biggest-ever ATL campaign; it’s a clear demonstration of our commitment to our trade partners.
“We’re celebrating the quality and dedication in every drop of Hawkstone, and crucially, we’re driving demand directly to the businesses that stock us, supporting their success.”
It comes with value sales of Hawkstone’s beer and ciders having surged by over 200% to £14.2m over the past year [NIQ 52 w/e 18 April 2026].
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