In horse racing, names matter. They’re shouted from the stands, written into history books, and burned into the memory of punters forever. But when a racehorse shares its name with a brand — whether by chance or clever planning — things get interesting.
In 1991, a horse called Seagram won the Grand National. At first glance, that might sound like clever brand promotion. After all, Seagram, the Canadian drinks company, just so happened to be the race sponsor. But behind the scenes, it was anything but a marketing masterstroke. In fact, Seagram the company missed a huge opportunity — and 34 years later, a horse called The Hawkstonian is showing how it should have been done.
The Day Seagram Won the Seagram Grand National
The 1991 Grand National was officially known as the Seagram Grand National, thanks to the sponsorship deal in place since 1984. And in one of the most bizarre coincidences in the race’s long history, a horse called Seagram, trained by David Barons and ridden by Nigel Hawke, surged up the run-in to take the title.
It was the perfect PR moment. Seagram had just sponsored the winning horse of its own race.
Only… they hadn’t.
The horse wasn’t owned by Seagram the company. It was owned by businessman Sir Eric Parker, and the name had nothing to do with the sponsorship deal. It was a fluke — a happy accident. There was no branded merchandise, no pre-race fanfare, and no long-term campaign to link the horse to the whisky brand. Seagram had, by all accounts, been offered the chance to buy the horse ahead of the race. They said no.
After the win, the company’s UK chairman, Ivan Straker, smiled for the cameras and admitted it was “a complete fluke” — one they were more than happy to take credit for. But it could have been so much more. With a bit of planning and a slice of ambition, Seagram could’ve had control of the story, not just the headlines.
Enter The Hawkstonian
Fast-forward to 2025, and the game has changed. Jeremy Clarkson, former Top Gear presenter and now owner of Hawkstone Beer, is approaching the sport with a very different mindset. Rather than hope for a lucky naming coincidence, Clarkson has put his brand front and centre by entering a horse called The Hawkstonian into training.
It’s not just a horse with a nice name. It’s owned by Hawkstone Beer, shares in the horse are being offered via Old Gold Racing, and fans of the beer are being invited to become shareholders — turning drinkers into part-owners and spectators into stakeholders.
Where Seagram stumbled into a publicity win and didn’t know what to do with it, The Hawkstonian is a textbook case of how to tie racing and branding together properly.
Owning the Story
The difference between Seagram and The Hawkstonian boils down to one thing: control.
In 1991, Seagram got lucky. The name match was great for headlines but didn’t go any further. There was no merchandise, no long-term brand partnership, no behind-the-scenes access for fans or customers.
With The Hawkstonian, Clarkson’s brand is doing the opposite. They’re not just backing the horse — they’re building a world around it. Fans can buy shares, receive updates, follow the training journey, and every update is a chance for engagement.
It’s not just marketing. It’s modern-day brand-building, packaged through racing.
Why Brands Are Looking to the Racecourse
It’s easy to see the appeal. A racehorse isn’t just a sporting asset — it’s a mobile billboard with built-in drama. When a branded horse wins, it doesn’t just collect prize money. It earns headlines, social media mentions, and, crucially, loyalty.
Clarkson’s fans aren’t just buying his lager. They’re buying into his world — and owning a share in a horse called The Hawkstonian is part of that. It’s smart, it’s fun, and it creates a story people want to follow.
And it’s not just beer brands. In the past decade, we’ve seen syndicates, TV shows, influencers and retailers all get involved in naming horses, either as a nod to themselves or a way of generating buzz. Racing provides something most modern marketing channels can’t: unpredictability, theatre, and the potential for instant national attention.
Could Seagram Have Changed Racing Marketing?
Looking back, the 1991 Seagram win could have been the turning point. If the brand had owned the horse and tied it to a wider campaign, it might have sparked a trend years earlier. Instead, the moment fizzled out. The coincidence made for a brilliant trivia answer — but nothing more.
By contrast, Clarkson and Hawkstone Beer have grabbed the reins. The Hawkstonian isn’t a side-note or a one-off — it’s a case study in what happens when a brand takes horse racing seriously.
Final Thoughts
If racing is theatre, then horse names are the headline acts. And when brands get it right, the benefits go far beyond the parade ring.
Seagram may have won the Grand National — but The Hawkstonian is showing what it means to win the marketing race.