Former ‘Top Gear’ Star Jeremy Clarkson Criticized for Claiming His Supposed ‘Rum’ Is ‘Nutritious’
(Photo: Diddly Squat Farm Shop)
Jeremy Clarkson is facing criticism after a recent email advertisement claimed his booze is nutritious. Clarkson owns Diddly Squat Farms in Cotswold with his partner Lisa Hogan, featured on the Amazon series Clarkson’s Farms. A farm shop was opened in 2020 and sells several different alcohols including an alleged rum made with honey.
The Diddly Squat email advertised the rum made from honey and read as follows:
“Made with honey from Diddly Squat Farm bees, we are thrilled to add this delicious rum to our Bee Juice booze collection.
“Incredibly smooth, and as Jeremy says, ‘It’s delicious ’n’ nutritious.’
“Enjoy straight up, over ice, or Lisa’s favorite; pour over fruit for the ultimate pudding. Let us know how you get on!”
In statements obtained by the Daily Star, alcohol counselor Liz Greenwood said, “This is a very reckless statement. Alcohol is dangerous and in no way nutritious.”
Greenwood continued, “It causes harm to countless individuals and families. Jeremy Clarkson should not be passing off booze as some kind of health food.”
Clarkson may soon have to deal with the UK’s Advertising Standards Authority (ASA) like others who have claimed health benefits. Craft beer giant BrewDog, faced ad bans after claiming its fruity beer counted towards a person’s “five-a-day.” The advertising watchdog could flag this email as well.
The Diddly Squat Farm Bee Juice Rum 20cl bottle is available online for £19.50 (about $25). However, is this even rum?
The bottle reads “made with Cotswold honey” and is 30% ABV. UK and EU law is clear that rum is “produced exclusively by the distillation” of molasses or syrup made from cane sugar or sugarcane juice. Also, “the minimum alcoholic strength by volume of rum shall be 37.5%.” By these standards, Clarkson doesn’t appear to be making rum.
The website goes on to state that Bee Juice Rum is “blended locally, by Beeble the Honey Spirits Experts.” However, the ABV is also too low to be considered a honey spirit which should have a minimum ABV of 35%. It is unclear if there is any rum used in the Bee Juice Rum or if it is only made from fermented and distilled honey.
This alcohol appears to be in a grey area of legal classification and states it is a rum but does not meet any of the minimum requirements to be categorized as this spirit. It is necessary to distinctly classify “spiced rum” and other flavored rums but all versions must be made from a base of sugarcane or sugarcane by-product.
It’s ambiguous what Clarkson has made but it is possible he will be facing regulators for misleading advertising from multiple angles for this “Bee Juice” product.
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