System1: Hawkstone's Debut TV Ad Scores a Maximum 5.9* With Beer Drinkers

Jun. 22, 2026

Hawkstone’s debut television advert, “Kaleb’s Leap”, has achieved the maximum possible 5.9-Star Rating among beer drinkers, according to testing by creative effectiveness platform System1.

When tested with a nationally representative audience, the 40-second spot achieved an exceptional 4.8-Star Rating, placing it among the top 3% of all beer adverts ever tested by System1 for their potential to drive long-term brand growth. The average Star Rating for Beer, Cider and FMB adverts is 3.1.

System1’s Star Rating predicts long-term brand growth and is calculated by measuring emotional response to each ad, with a score of 5.0 or above considered “exceptional”.

The advert stars Clarkson’s Farm personality and Diddly Squat farm manager Kaleb Cooper. After a freshly poured pint is knocked, Cooper launches into a dramatic slow-motion dive to save it. As he flies through the air, scenes of mud, sweat and farming toil flash before his eyes, illustrating the work that goes into producing every pint.

The campaign brings Hawkstone’s “Hard to make, easy to drink” positioning to life while reinforcing its association with British farming, locally sourced ingredients and its #BackBritishFarming platform.

Analysis from Andrew Tindall, Chief Growth Officer - Advertising at System1:

“Jeremy Clarkson's first Hawkstone TV ad isn't just the best beer ad of 2026 so far. It's a lesson in how modern brands are built. The ad lands in the top 3% of beer ads we've ever tested for long-term effectiveness. More impressively, it earns top marks with beer drinkers themselves. That's remarkable for a challenger brand competing against category giants with generations of brand equity behind them. What makes it work isn't just a strong execution. It's the culmination of years of narrative building. Clarkson's Farm, the farming story, the PR stunts, the cast of characters. The advertising succeeds because the brand has already given people something to care about. Most importantly, Hawkstone is carving out a distinctive position in a category dominated by global players. While others compete on heritage or refreshment, Hawkstone stands for something more specific: British farming, local craft and authenticity. The ad turns those assets into emotion, entertainment and memory. The challenge now isn't demand. The testing suggests demand is very much there. The bigger question may be physical availability. As millions of Brits head to pubs to watch the World Cup this summer, will they actually be able to get their hands on a Hawkstone? That's a much better problem than wondering whether anyone wants your beer. And it's a fascinating next chapter for one of the UK's most interesting challenger brands.”