Hawkstone TV ad debuts in World Cup break after ITV ban reversal

Hawkstone, the record-breaking beer and cider brand founded by Jeremy Clarkson, aired its first television commercial last night during the final ad break before England's FIFA World Cup match against Croatia.

The 40-second solus spot ran on ITV, marking a milestone for a brand that had previously been blocked from television advertising. ITV had rejected earlier Hawkstone ads under its strict alcohol marketing guidelines, which prohibit spots that could appeal to under-18s or associate drinking with daring, toughness, or sexual success.

The reversal came after Hawkstone revised its creative approach. The approved ad focuses on the product itself – fields, barley, the brewing process – rather than Clarkson's on-screen persona or the brand's "anti-woke" marketing posture that had defined its earlier campaigns.

Clarkson, whose Amazon Prime series "Clarkson's Farm" turned the Diddly Squat farm shop into a national phenomenon, launched Hawkstone in 2021. The brand claims to have broken UK records for the fastest-growing beer and cider brand by volume, though it does not disclose absolute sales figures.

Hawkstone's distribution has expanded rapidly through supermarket chains including Tesco, Sainsbury's, and Morrisons. The TV debut comes as the brand pushes beyond its initial fan base of Clarkson followers into mainstream drinkers who may not watch his shows.

The World Cup slot is a high-stakes test. England matches draw audiences of 15-20 million viewers in the UK, making the final ad break one of the most expensive and visible slots on commercial television. A single 30-second spot during England's group-stage matches reportedly costs upwards of £300,000.

Hawkstone's ad buy suggests the brand is betting that a product-focused message can convert casual viewers into buyers, even if they arrive with no opinion of Clarkson. The question now is whether the ad drives enough trial to justify the spend, or whether the brand's growth remains tied to its founder's polarising public profile.