In a move that’s sure to delight burger aficionados and craft beer enthusiasts alike, American fast-casual chain Five Guys has announced a exciting new collaboration with Hawkstone, the brewery backed by none other than television personality and farmer Jeremy Clarkson. Starting immediately, Hawkstone’s signature Lager and IPA will be available in bottled form at all mainland UK Five Guys restaurants, marking a union of two brands that emphasize quality, freshness, and a commitment to local sourcing. Both companies have hailed the partnership as a “natural fit,” blending Five Guys’ no-compromise approach to ingredients with Hawkstone’s dedication to authentic British brewing.
Five Guys, the Virginia-based burger joint founded in 1986 by the Murrell family, has built its reputation on simplicity and excellence. With over 1,700 locations worldwide, including more than 150 in the UK since its first store opened in Covent Garden in 2013, the chain prides itself on using only fresh, never-frozen beef patties, hand-cut fries, and customizable toppings—all prepared without the aid of freezers in any of its outlets. This philosophy ensures that every meal is made to order, resulting in what fans describe as some of the juiciest burgers and crispiest fries around. The addition of alcoholic beverages isn’t entirely new for Five Guys; select locations already offer beers, but this partnership introduces a distinctly British twist to the menu.
On the other side of the collaboration is Hawkstone, a brewery born from the fertile fields of Jeremy Clarkson’s Diddly Squat Farm in the Oxfordshire Cotswolds. Clarkson, best known for his motoring exploits on Top Gear and The Grand Tour, as well as his hit Prime Video series Clarkson’s Farm, launched Hawkstone in 2021. The brand uses 100% British barley grown on Clarkson’s own land—often highlighted in humorous episodes of the show where he battles the elements and bureaucracy to harvest his crops. Hawkstone’s range includes lagers, IPAs, ciders, and even spirits, all crafted without concentrates or artificial additives, emphasizing natural flavors and traditional methods. The brewery has quickly gained a loyal following, with its products available in pubs, supermarkets, and now, fast-food chains, thanks to this latest deal.
The synergy between the two brands is evident in their shared ethos. As John Eckbert, CEO of Five Guys UK, enthusiastically stated: “We are so excited about adding Hawkstone Lager & IPA to the Five Guys offer. It’s the perfect fit for us – communicating our shared commitments to the highest quality ingredients and supporting local British producers. We know our customers will love pairing their favourite burgers with these fantastic British-made beverages.” This sentiment underscores how both companies prioritize transparency and locality: Five Guys sources its peanuts from UK farms for its complimentary in-store snacks, while Hawkstone champions British agriculture, aligning with Clarkson’s vocal advocacy for farmers amid challenges like post-Brexit trade issues and climate change.
To celebrate the launch, Hawkstone pulled out all the stops with a festive event at Five Guys’ flagship Piccadilly Circus location in London. The Hawkstone Choir, a group of enthusiastic singers associated with the brand, made a surprise appearance alongside the restaurant’s crew. Together, they belted out a selection of holiday classics, including a cleverly reimagined version of Leonard Cohen’s “Hallelujah,” with lyrics twisted to proclaim “Hawkstone Lager, Now at Five Guys.” The performance drew crowds of passersby, turning the bustling eatery into a impromptu concert venue and generating buzz on social media. Videos of the choir’s antics have already begun circulating, capturing the lighthearted spirit of the partnership and hinting at more promotional events to come.
Owen Jenkins, Managing Director at Hawkstone, echoed the excitement in his comments: “We are excited to be working with a major brand like Five Guys to bring Hawkstone’s flavour to their customers. Being stocked in their iconic stores across the UK is an opportunity we couldn’t miss and will give our fans even more access to their favourite beers.” For Hawkstone, this deal represents a significant expansion, placing its products in high-traffic urban spots where consumers can enjoy them alongside a meal. With Five Guys’ restaurants spanning from Edinburgh to Plymouth, the rollout ensures nationwide availability, potentially introducing Hawkstone to a younger, more diverse demographic accustomed to casual dining.
This collaboration arrives at a pivotal time for both brands. Five Guys has been expanding rapidly in the UK, navigating post-pandemic recovery and economic pressures by sticking to its core values of quality and customer satisfaction. Meanwhile, Hawkstone has ridden the wave of Clarkson’s Farm‘s popularity—the series, now in its fourth season, has amassed millions of viewers globally, turning Clarkson’s agricultural misadventures into a cultural phenomenon. The brewery’s success has also spotlighted broader issues in UK farming, with Clarkson using his platform to critique government policies and promote sustainable practices.
Industry experts see this as a win-win. “Pairing craft beer with fast-casual food is a growing trend,” notes food analyst Sarah Thompson from Retail Insights UK. “Consumers are increasingly seeking premium, locally-sourced options even in quick-service settings. Hawkstone’s celebrity endorsement via Clarkson adds a fun, relatable edge that could drive foot traffic to Five Guys.” Indeed, early customer feedback has been positive, with social media users praising the beer’s crisp taste as an ideal complement to Five Guys’ hearty burgers and milkshakes.
As the holiday season ramps up, this partnership promises to add a cheerful note to dining out. Whether you’re grabbing a quick bite after Christmas shopping or settling in for a family meal, the availability of Hawkstone’s brews at Five Guys offers a taste of British pride alongside American classics. With no signs of slowing down, this collaboration could pave the way for more innovative crossovers in the food and beverage world, proving that when quality meets creativity, everyone wins.
