Jeremy Clarkson has been vocal in recent weeks about his struggles to turn a profit from his Cotswolds pub, The Farmer’s Dog.

Yet that hasn’t stopped opportunistic thieves from leaving with stolen souvenirs – usually glasses, which are often then sold on marketplace and auction websites. Now the Clarkson’s Farm star has unveiled a series of beer mats with his face on them to warn punters off thieving.

They read: “Jeremy is watching. Don’t steal his pint glasses.” Talking to Instagram, the pub elaborated: “Feel free to take our new beer mats… but please don’t steal our Hawkstone pint glasses! Happy New Year.. #backbritishfarmingdrinkhawkstone.”

However, some fans felt the measures didn’t go far enough. “I always feel that if you bring attention to a problem, you make the problem worse,” one insisted, warning that some may now be egged on to see stealing from him as a “challenge”.

Another suggested that the pub should take an extra deposit up front from each customer, to cover the cost of replacing missing glasses. “I used to work for a popular cider brand where glasses got stolen – cost to the business was ridiculous so we introduced a ‘glass deposit’ on purchase. Refunded on return,” they explained.

“Few moans and groans but most people got it – it worked for us.”

Someone else chimed in: “If people can’t be respectful then just use plastic ones that are reusable or get a big bouncer on the door to search in the way out.”

A fourth customer suggested he make them less desirable by removing the distinctive logo.

“Just switch to using plain glasses. Your customers know that they’re drinking Hawkstone!” they urged.

Meanwhile, The Farmer’s Dog has also introduced a series of changes, based on customer feedback – and these include making it possible for punters to snap up lunch bookings.

Before, it was impossible to book ahead until the evening, leaving Christmas queues mounting – but from tomorrow onwards, it’s set to change.

Express.co.uk previously reported how the pub was handing out pagers to people so that they could alert them when a table was ready, with some facing waits of an hour.

However, it has now been announced that a combination of booked slots and walk-ins will be made available at lunchtimes, while the pub will also increase opening times to six days per week.