Brewing Social Success

Hawkstone, born from Jeremy Clarkson's Diddly Squat Farm, has rapidly become the UK's fastest-growing beer brand. &Accelerate partnered with Jeremy to transform a surplus barley crop into a thriving global phenomenon. We developed the brand from scratch, including naming, logo, visual identity, and a comprehensive marketing strategy. Leveraging Jeremy's existing audience and the success of Clarkson's Farm, we implemented a "marketing newsroom" approach, creating timely, engaging content that resonated with the cultural zeitgeist. This strategy, combined with data-driven performance marketing and CRM, propelled Hawkstone to unprecedented social media success, becoming the most followed beer brand globally. The case study demonstrates &Accelerate's ability to build brands rapidly through agile marketing, authentic storytelling, and data-driven optimisation.

Jeremy Clarkson faced a surplus of barley from Diddly Squat Farm with unfavourable market prices. Turning this excess into a profitable venture required a creative solution beyond traditional agricultural sales. The challenge was to create a compelling brand and product that could resonate with a wide audience, overcoming the competitive landscape of the established beer market. Furthermore, the brand needed to authentically reflect the hardships and realities of British farming depicted in Clarkson's Farm, while also appealing to a broader consumer base.

&Accelerate partnered with Jeremy to create Hawkstone, a premium British lager brewed with Diddly Squat Farm barley. We developed a comprehensive brand identity and marketing strategy, leveraging the authentic story of British farming and its challenges. A "marketing newsroom" approach enabled real-time content creation, capturing the day-to-day realities of the farm and brewing process. This "agricultural" content strategy, combined with data-driven performance marketing and personalized CRM, fuelled organic growth and maximized conversions.

In three years, Hawkstone became the UK's fastest-growing beer brand and the most followed beer brand globally on social media. This rapid growth demonstrates the effectiveness of &Accelerate's agile marketing approach, leveraging authentic storytelling and data-driven optimization. The success of Hawkstone showcases our ability to build brands from the ground up, achieving significant market penetration and consumer engagement in a competitive landscape.