Jeremy Clarkson says Diddly Squat’s controversial beer slogan ‘fell foul of the regulator’
Jeremy Clarkson was hell-bent on using the slogan, “if you’re an alcoholic, don’t fight it, feed it”, to promote his new beer.
After buying his own farm, now the subject of an Amazon Prime series, and having countless colourful experiences birthing lambs and learning to drive a tractor, he felt the next logical step was to sell and market his own lager brand.
The barley used to produce it is being created on site at Jeremy’s amusingly titled Diddly Squat Farm.
However, the way he bluntly advocated the tipple was not approved by authorities.
“‘If you’re an alcoholic, don’t fight it, feed it’ fell foul of the regulator,'” he admitted while in conversation with The Sun.
“There’s so much you can’t say. For example, ‘This is a delicious breakfast beer’ — they won’t allow it.
“It’s very boring. Basically, all I’m allowed to say is, ‘This is lager’.”
The regulator is steering clear of any advertising methods that may appear to advocate overindulgence.
Jeremy himself experienced a frightening alcohol-related health issue in 2017, when it caused him to turn purple and start shaking uncontrollably.
Doctors on the popular holiday island of Majorca were so concerned for his well-being that they admitted him to hospital straight away before so much as conducting any tests.
“I wanted to have a brewery so I could have a p***-up in it,” he joked.
“Now I can go back to my old careers teacher and say, ‘You see? I told you I could do it!’
“I’m out for world domination [with the beer brand]. Nothing less will do.”
Brewing his own beer has made for some eventful moments, including multiple accidents on a tractor, according to Jeremy.
Describing his drunken tractor driving experiences, he recalled a morning when his girlfriend looked outside to find “gate posts were knocked over, bins everywhere, the barn door was smashed in…”
“It’s like that bit in The Wolf Of Wall Street when he thinks he hasn’t had an accident.
“Now we’ve got our own beer, the opportunity for accidents has gone through the roof.”
The brand is initially being sold online and via Jeremy’s farm shop, but he plans to ultimately make it available in supermarkets and pubs too, hence his references to “world domination”.
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