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Jeremy Clarkson promotes low-alcohol lager in the gym
Jeremy Clarkson has started the new year as he means to go on by promoting the new low-alcohol lager from his Hawkstone beer brand with a visit to the gym.
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Continuing his bold social media marketing for Hawkstone, Clarkson visited a gym to film a social media video promoting Hawkstone Spa Lager, a product that he claims will make Dry January “bearable”.
In the video, Clarkson, curling a dumbbell while holding a glass of the (almost) boozeless beer, said: “When you’re working out in the gym it’s important to stay hydrated.”
Described this limited-edition new addition to the Hawkstone range, following on from a beer he described as “the V8 of lagers”, Clarkson said: “We’ve called it Spa Lager cause that’s what it is – a wellness lager. A healthy alternative.”
While the last statement may possibly be a stretch, it is generally true that lower-alcohol drinks have fewer calories, as ethanol has approximately 7kcal per gram (carbohydrates, by contrast, produce 4kcal per gram). There is also evidence to suggest that no- and low-alcohol beer may actually be better for aiding recover after a workout than sports drinks, with some Olympians even drinking it to recuperate.
The former Top Gear presenter also capitalised on the media buzz surround 16-year-old PDC World Darts Championship finalist Luke Littler, posting on X: “This may turn out to be expensive but if Luke Littler wins tonight, I’ll give him enough of our brand new 0.3 percent Hawkstone Spa Lager to last till he’s 18.” While Littler is still at an age where he can only buy an alcoholic drink if he orders a meal, pubs and pub culture played a major role in his rise to darts stardom.
The 0.3% ABV lager is described by Hawkstone as “zen in a can and absolutely f**king delicious.” A pack of 12 330ml cans retails on the company’s website for £25.
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