Jeremey Clarkson is planning his own range of beer mats, pint glasses and kitchenware to mark the launch of his new pub – which had a chaotic opening weekend.
Applications made to the Intellectual Property Office show the Grand Tour presenter is looking to cash in on a number of goods which are linked to The Farmer’s Dog in the Cotswolds.
Clarkson’s new establishment opened its door to the public this weekend and the former Top Gear presenter admitted the opening was a ‘s***show’ after being overrun by fans, with 150 punters turned away amid four-hour queues.
From hoodies to caps, diaries and even aprons, Clarkson has lined up a huge range of merchandise that will carry ‘The Farmer’s Dog’ name and logo.
The licensing proposals have been submitted under the Baobab Productions Limited company which is run by Clarkson’s partner Johnny Hornby, who is an old friend of Prince Harry.
It follows the success of merchandise named after Clarkson’s farm Diddly Squat which is featured in the TV show ‘Clarkson’s Farm’.
He plans to copy the items sold bearing the farm’s name and a logo of a tractor with that of his new money-spinning venture near Burford in West Oxfordshire.
Applications made to the Intellectual Property Office show the Grand Tour presenter is looking to cash in on a number of goods which are linked to The Farmer’s Dog in the Cotswolds
Clarkson is also hoping to sell Farmer’s Dog-themed hoodies and caps, alongside booze and snacks such as crisps and nuts
Fans waited outside in the heavy rain for up to four hours to get in to Clarkson’s new pub
Paperwork filed with the Intellectual Property Office reveal that the company set up to run the pub has applied to trademark The Farmer’s Dog name.
Items they plan to sell include personalised aprons, beer mats of paper and cardboard, stationery, paper, carrier bags, calendars, planners and bookmarks.
Clothing, footwear and headgear are also listed on the application which was filed three days before the pub opened.
A range of spirits and cider will also be sold along with packets of food, crisps, nuts and savoury snacks.
Baobab Productions also applied for the name ‘The Farmer’s Puppy’, a mobile kitchen, and Hop and Chops which will go on branded kitchenware as well as food and drink.
Clarkson had originally employed Prince Harry’s old friend Hornby to handle the application for the licence to serve alcohol at the venue.
The licence was reportedly transferred to Baobab Operations Ltd in June – a company run by Horby and his business partner Mark Devereux.
Clarkson and Hornby are already in business together as they run the Hawkstone brewery with the beers and cider they produce sold at The Farmer’s Dog and Diddly Squat.
Hornby is also chairman of Prince Harry’s African charity Sentebale.
Clarkson’s popularity from his farming show, Top Gear and The Grand Tour meant that hundreds of fans flocked to the opening of the pub.
The £1 million venue endured a chaotic first day on Saturday, as locals blasted the star for opening a boozer in their quiet corner of Oxfordshire.
The Grand Tour presenter pictured pouring £6 pints. Clarkson himself admitted the opening had almost been a disaster
Long queues wind around the new pub on its opening day
Clarkson stands outside his new pub with his girlfriend Lisa Hogan in Asthall in Oxfordshire on its opening day
People stand inside The Farmer’s Dog waiting to be served
A tractor hangs from the ceiling of Clarkson’s new pub
A stressed Clarkson himself admitted the opening of his new pub had almost been a disaster
People waited patiently all day for a £6 pint of his Hawkstone beer or the chance to tuck into a £18 plate of sausage and mash -as Clarkson himself admitted the opening had almost been a disaster.
It is believed an electrical problem meant that no food could be served on Friday to friends and family invited for what Clarkson called a ‘soft opening’.
But the 64-year-old still threw open the doors with a triumphant shout of ‘we’re open’ – before the day descended into chaos as the growing crowds threatened to overwhelm bar staff.
He told fans who had queued for four hours that he was ‘too busy’ for selfies as managers broke the news that there were no available tables.
Around 150 people who had waited in line for around four hours for a table for lunch were told at 2pm they might not get seated.
Clarkson said: ‘Water, power, gas, parking – everything wasn’t working. There are so many things you don’t think about. We had no water here two days ago.
‘There have been massive, massive struggles. We quietly opened yesterday [Friday], and it was a disaster – and I do mean a disaster.
‘We’ve resolved some of the difficulties today.’
Clarkson has employed Prince Harry’s old friend Johnny Hornby (pictured next to Meghan in 2018) to handle the application for the licence to serve alcohol at the venue
A sign outside The Farmer’s Dog stated that everything the pub serves is ‘grown or raised or produced’ in the UK. It warned customers that they don’t serve ketchup
A sign for the carpark entrance to the Farmer’s Dog. An overflow carpark was quickly opened
Vehicles were forced to park on nearby roads – as a layby was closed to prevent them from doing so. Locals in the nearby village of Asthall blasted the pub opening, claiming there would would be parking problems
People queued for four hours to get inside the pub and to see Clarkson (pictured) in person
The menu at The Farmer’s dog includes chicken liver pate on toast, steak pie or the ‘sausage of the day’ with mash. Desserts include apple crumble or strawberry meringue
Some locals in the nearby village blasted the pub opening, claiming that the small country roads around the pub would be clogged with traffic and parking problems.
The local council – fully aware of how traffic chaos had blighted Diddly Squat farm and angered local residents – made sure there was no repeat at The Farmer’s Dog.
A nearby layby had been closed to prevent cars from parking there and the speed limit off the nearby A40 road had been lowered.
Their fears were addressed by Clarkson who commandeered a giant overflow car park in an adjoining field big enough for 2,000 cars.
Eager fans had flocked to the pub as soon as the gates to the car park opened at 7.30am and within an hour it was full.
Staff in high viz jackets directed cars to the overflow car park.
Whilst a large number of people were clearly thrilled to see Clarkson opening a pub, not everyone joined in the celebrations as his fans descended on the area.
Local resident Adam Shackleton ranted about the new pub and the problems it could bring to the area.
He said: ‘Putting another shop there and a pub should not be allowed. There’s enough parking for the pub, but a shop to. How are they allowed to do that !!!
An aerial view of Clarkson’s new pub The Farmer’s Dog in Oxfordshire
People relax in the garden of Clarkson’s pub after long waits
Diddly Squat Farm selling Jeremy’s Hot Seed Beer Mustard for £6 per jar
Clarkson spotted carrying mushrooms on the opening day of his new pub – which proved to be stressful
‘Did they even get permission to put up a new shop?’
Other locals were also less than complimentary and were concerned about the increase in traffic.
Karen Plant wrote on X: ‘Really does affect local people trying to get around. The idiots that fall for his marketing they have no idea where they go.
‘He (Clarkson) does not care about anything but himself and making money.’
Local councillor Liam Walker had voiced concerns about traffic and urged the council to drop the speed limit on a roundabout leading to the pub from 60mph to 40mph to avoid any possible crashes.
He also wants to see double yellow lines painted on the lane leading to the pub.
Clarkson said he had chosen the site of the former Windmill pub as it had plenty parking – and was thrilled there wasn’t any of the chaos that followed when he opened Diddly Squat.
He said: ‘The main thing everyone has been saying is that we will cause traffic chaos.
‘We’ve worked so hard to make sure we can park as many cars as we need to. The traffic is flowing brilliantly.
‘The council have learned their lessons and they have been really helpful.
‘We’ve got a farmers’ bar in there and we are buying everything directly from the fields.’