Jeremy Clarkson has shared a video apologising to fans and his publishers following a social media video he posted over the weekend.
The apology came after the Clarkson's Farm star took to his beer brand Hawkstone's Instagram page on Sunday in order to promote his new book.
However, while simultaneously promoting his new book, Clarkson promoted Hawkstone lager as well - and enjoyed a can of the beverage in the clip.
In the clip from the weekend, Clarkson said to Hawkstone's followers while holding a copy of his book Diddly Squat: Till the Cows Come Home: "It's interesting... this is my new book, Till the Cows Come Home, and if you go to Hawkstone.co, you can buy the book and a load of beer as a sort of package.
"And I've worked out if you drink a lot of beer, the book gets better and better. Oh s**t..." Clarkson signed off before bursting into laughter after realising he'd spilled the beer down himself.
However, on Monday, Clarkson's apology video came after he realised he'd been pushing the wrong book, with his latest collection of tales actually titled Diddly Squat: Pigs Might Fly instead.
Jeremy Clarkson inadvertently promoted the wrong book
INSTAGRAM/HAWKSTONE
"I'm in a bit of trouble," a sheepish Clarkson said to the camera. "My publishers have rung me this morning...
"Thanking me for the post I did over the weekend explaining that you can now buy my new book and Hawkstone beer at Hawkstone.co.
"But asking that, if in the future, I could be a little less drunk when posting because I realised that that's not my new book, this is.
"So really sorry," Clarkson signed off as he feigned embarrassment by hanging his head and holding aloft a copy of Pigs Might Fly.
It didn't take long for Clarkson's fans to flock to the comments of the video to share their amusement
"Don’t say sorry! We knew what you meant," one fan replied with a laughing emoji while a second added: "We all realised that - it was funny. Everything's okay, no need to apologise."
"Another great way to end the day with your sense of humour," added a third while a fourth weighed in: "Class Jeremy, we know and forgive you."
Pigs Might Fly is Clarkson's latest book detailing yet another tumultuous year running Diddly Squat farm in Chipping Norton, Oxfordshire.
LATEST DEVELOPMENTS:
Jeremy Clarkson and Lisa Hogan keep things afloat at Diddly Squat
PAIn it, Clarkson shares plenty of insight, including the "last roll of the dice" he's taken on in order to try and generate profit on the farm.
Elsewhere in the book, Clarkson also takes a pop at his former employers, the BBC, for their politically correct approach to broadcasting.
Clarkson launched Hawkstone as another in a long line of money-generating projects he's undertaken since taking over the reins of Diddly Squat.
However, his beer brewing venture hasn't been without its hiccups, with a number of bottles threatening to "explode" after customers had bought them and, more recently, Clarkson having to explore an alcohol-free route due to the "worrying" drinking habits of youngsters.
