Thresher employ chef to show they know about wine

Gordon Ramsay has become the face of wine chain Thresher. The Michelin-starred superchef and TV star will appear on posters in the stores’ windows alongside the strapline ‘Wines you can swear by’. Customers will also be able to pick up free recipe cards with Ramsey’s wine recommendations. The dishes are taken from his Sunday Lunch cookery book. The idea is that Thresher wants to be seen as highly knowledgeable about wine yet unpretentious – just as Gordon is about food. The tie-in follows the company’s sponsorship of Hell’s Kitchen USA, in which Ramsay regularly has the trainee chefs who compete against each other breaking down in tears.