Jeremy Clarkson is finally selling wine at his Cotswolds pub after relaxing a rule he has enforced since it opened. The 65-year-old opened The Farmer's Dog in Oxfordshire in August 2024, vowing to serve exclusively British items, including own-brand food and drink products. One missing item was wine, but the pub has now introduced its own British wine range called Knollbury Fort.
Pub Statement on Wine
"There was a time when English wine was like a child’s recorder playing; you wanted to like it, but it wasn’t very good. Fortunately, that time has gone," the pub said in a statement. "Thanks to warmer summers and expert farming, Britain grows excellent grapes and makes brilliant wine with them." The statement added that Knollbury Fort is "our own range of English wines, created to champion British farming and prove that this country now produces genuinely world-class wine."
Previous British-Only Products
In August 2025, the pub started selling ketchup from Condimaniac, made entirely with British ingredients: tomato passata from the Isle of Wight, apple cider vinegar from Hampshire, Essex salt, and British sugar and onions. Company boss Kier Kemp said in an Instagram video, "Making a 100 per cent British ketchup after Jeremy Clarkson alerted us to the fact there wasn’t one was very hard." He noted that Clarkson's Diddly Squat team requested the sauce "as soon as possible." The company made two sauces simultaneously, one with carrots and onion to thicken it, as no purely British tomato puree exists.
This marks a turnaround for Clarkson, who previously put up a sign telling customers to stop asking for ketchup. When the pub opened, Clarkson stated, "The menu changes – it’s whatever we’ve got. There’s no Coca-Cola, no coffee. Other pubs do coffee. We do British food. Everything that you consume in here – every single thing – even the black pepper and the sugar, is grown by British farmers."
Clarkson's Farm and Pub Background
Diddly Squat, a 1,000-acre holding, is the focus of the Prime Video series Clarkson’s Farm, which follows Clarkson's farming journey. He paid less than £1 million for the pub in Asthall, formerly The Windmill. Its opening faced complaints about missing prices on the menu, with fans suspecting higher costs. When a joke on X suggested needing a remortgage for a round, Clarkson replied bluntly: "It’s £5.50 a pint."
