Jeremy Clarkson Eyes Sweet New Ventures as Clarkson’s Farm Prepares for Season 5 Return

Jeremy Clarkson, the outspoken former Top Gear presenter turned unlikely farming icon, appears to be far from finished when it comes to expanding his Diddly Squat brand empire. According to The Sun, Clarkson has filed a trademark application for the name Diddly Dunkers — a playful nod to his beloved Diddly Squat Farm in Chipping Norton, Oxfordshire — with the trademark currently covering a range of shortbread biscuits, though the newspaper reports the range may expand to include clothing and homeware.

The move adds yet another product line to an already sprawling operation at Diddly Squat, which has grown from a struggling arable farm into one of the most recognisable rural brands in the United Kingdom.

A New Drinks Range on the Horizon

Beyond the biscuit venture, Clarkson’s brewery is also reportedly looking at new territory on the drinks front. Trademark applications are said to have been filed for several new drinks under evocative, countryside-inspired names including Arrowhead, Firelight, Knollbury Fort, and Midsummer — titles that fit neatly within the aesthetic of the Diddly Squat brand and could form the backbone of a notable new drinks portfolio.

This would mark a significant expansion of his existing drinks operation. Clarkson launched Hawkstone lager in 2021, brewed in partnership with the Cotswold Brewing Company. The brand, co-owned by Clarkson and entrepreneur Johnny Hornby, takes its name from a Neolithic standing stone near the farm and uses barley grown on his 1,000-acre property, positioning it as a premium British product.

Hawkstone’s commercial growth has been remarkable. Sales tripled to £21.3 million in twelve months, making it one of the fastest-growing privately owned breweries in Britain. It is now stocked in major supermarkets including Waitrose, Morrisons, Sainsbury’s, and Ocado, and available in thousands of pubs across the UK. The range has since expanded beyond lager to include low-alcohol options and a fruit cider featuring blackberry, blackcurrant, and apple. With international ambitions firmly in place, Clarkson has spoken openly about wanting Hawkstone to eventually reach pubs as far afield as Australia and North America.

The Farm Shop, the Pub, and a Growing Empire

The Diddly Squat Farm Shop has long been the beating heart of Clarkson’s rural brand. Originally launched in 2020 to sell produce directly from the farm — including potatoes, honey, flour, and vegetables — it has since grown into a destination in its own right, drawing visitors from across the country and at times causing significant traffic congestion on local roads. The shop now sells clothing, homeware, accessories, and a wide range of locally sourced goods.

In 2024, Clarkson extended his footprint further still, purchasing a village pub at Asthall near Burford and renaming it The Farmer’s Dog. The Cotswolds inn operates as a pub and restaurant serving Hawkstone beer and farm-linked produce, and now employs around 146 people. Despite its popularity, Clarkson has been candid about the challenges of running a hospitality business, and has since declared publicly that The Farmer’s Dog will be his last major new venture — admitting he simply does not fully understand the complexity of operating at that scale.

Nevertheless, the trademark filings for Diddly Dunkers and the new drinks range suggest that expansion, in some form, has not stopped entirely. Clarkson has described Hawkstone as “the grown-up element of the whole operation,” setting it apart from the farm shop and pub, which he views more as entertainment than serious business.

Season 5: Darker, More Dramatic, and Full of Challenges

As the business side of Diddly Squat continues to evolve, the show that made it all possible is gearing up for a landmark new run. Season 5 of Clarkson’s Farm will premiere on June 3 on Amazon Prime Video, with the first four episodes dropping on that date, followed by two-episode batches on June 10 and June 17.

The official synopsis promises significant drama: amid a government budget that sends the UK farming community into uproar, Clarkson decides big changes are needed to make the farm run more smoothly, including a high-tech overhaul that results in farm manager Kaleb Cooper embarking on his first-ever trip abroad.

The season is widely reported to carry a heavier emotional tone than previous series. One of its central storylines involves a bovine TB outbreak that forced the farm into lockdown for around two months, requiring extensive cattle testing and culling. Clarkson described the experience as devastating. He wrote at the time that rain had brought all farming activity to a standstill, before later confirming the outbreak had been cleared and filming had wrapped. The new season will also document the opening of The Farmer’s Dog pub, which has become a major attraction in the Oxfordshire countryside.

Season 6 Already in Motion

While fans await Season 5, Amazon Prime Video has reportedly already given the green light for a sixth series. Clarkson himself has been enthusiastic, telling The Sun that he still has ideas in reserve: “We’ll definitely do six — Amazon want to and I want to. I’ve got a good idea for six… I said I’ll stop doing them when there are no more ideas. But I’ve got two quite good ones, so we’ll do six and then we’ll see.”

He had previously joked that filming on Series 6 would only begin if snow fell on the farm over winter — and after temperatures dropped in January, the cameras reportedly began rolling again across the Oxfordshire fields.

It is worth noting that following the broadcast of Series 4 in May 2025, Clarkson acknowledged the show would take a breather after Series 5 wraps, citing crew fatigue after five consecutive years of non-stop filming. Whether Series 6 follows immediately after that break or takes longer to materialise remains to be officially confirmed.

A Farming Champion With One Eye on the Future

Since the show first aired in 2021, Clarkson’s Farm has become one of the most-streamed original series in Prime Video’s UK history and has transformed its host into a genuine advocate for British agriculture. The National Farmers’ Union named Clarkson its Farming Champion of the Year in 2021, and farming communities across the country have praised the show for shining a light on the real pressures faced by those who work the land.

Clarkson is also set to host the prestigious Cereals 2026 agricultural event at Diddly Squat Farm on June 10 and 11, 2026, with around 550 exhibitors and upwards of 25,000 visitors expected to attend. The event will cover everything from crop science to sustainable farming solutions — a fitting platform for a man who stumbled into farming and somehow became one of its loudest and most effective champions.

From shortbread biscuits to award-winning lager, from a Cotswolds pub to one of streaming’s most beloved documentary series, Jeremy Clarkson’s Diddly Squat empire shows no signs of slowing down — one trademark filing at a time.