Jeremy Clarkson, 66, has turned a cameo appearance in the rebooted "The Grand Tour" into a strategic promotion for his Cotswolds-based tourism enterprises. The opening minutes of the six-part Amazon Prime series, now fronted by Francis Bourgeois, James Engelsman, and Thomas Holland, were utilized to highlight Clarkson's ventures, particularly his Diddly Squat Farm.
The new presenters made a "pilgrimage" to Diddly Squat Farm in the first episode to seek permission to use the original "Grand Tour" studio marquee. This tent, now repurposed as the Farm Shop, measures 5,000 square feet and features prominent "GT - The Grand Tour" lettering on its roof, making it a notable attraction for visitors to the Cotswolds.
Clarkson, who hosted "The Grand Tour" with James May and Richard Hammond from 2016 to 2024, used his brief on-screen time to showcase the farm shop with considerable effect. The new hosts are depicted driving vintage cars through the countryside before arriving at Diddly Squat Farm, a location also featured in Clarkson's other Amazon series, "Clarkson's Farm."
When asked about using the tent, Clarkson informed the new presenters that it could not be used because it now houses a butcher's shop, a bar, a general shop, and an off-license. He deadpanned that it is "usually quite busy" and that while he "wants to help," the tent "has been re-purposed."
The Diddly Squat Farm Shop, which Clarkson opened during the 2020 lockdown, has become a significant tourist draw. This past summer, the farm shop experienced long queues, with some visitors waiting up to three hours.
Earlier this year, Clarkson submitted a request to West Oxfordshire District Council to extend the site's temporary car park until 2030. A dedicated "Jeremy Clarkson’s Cotswolds" tour now exists, offering day trips from London to various sites, including Diddly Squat Farm, Clarkson's £12.5 million home shared with partner Lisa Hogan, and the Hawkstone Brewery where Clarkson's beer is produced. The Farmer's Dog pub, which opened two years ago, is also part of the tour.
Amidst these developments, Clarkson's partner Lisa Hogan, co-founder of Diddly Squat, recently noted that extreme heat over the past four months has resulted in poor crop yields, affecting both the quantity and quality of beer produced. Hogan suggested that higher prices might be necessary as suppliers face demand challenges.
"It is a struggle because if you have another bad harvest, you won't be able to supplement, say, by getting grain in from Poland," Hogan stated. "So we just have to pay a higher cost, and then we have to try not to pass that on to the customer. But you know, there'll be lean times, and then there'll be times of feast."
Last month, Clarkson described the harvest at Diddly Squat as "f*****" due to the hot summer, posting a screenshot of a BBC weather forecast showing a high of 29C (84F) with the caption: "Harvest already f*****. May as well just enjoy it now."
The reboot of "The Grand Tour" is the first full series without Clarkson, May, and Hammond as its principal presenters. The trio originally rose to fame on the BBC's "Top Gear" before reuniting for "The Grand Tour" on Prime Video in 2016.
