Diageo has teamed its Gordon's gin brand with the celebrity chef Gordon Ramsay in an effort to reinvigorate the brand and the category.

The company said yesterday (5 September) that Ramsay, who is renowned for demanding high standards in the kitchen, fits the Gordon's gin profile not only by name, but also by sharing an ethos where the perfect serve is paramount.

Diageo GB gins marketing manager Kathy Sewell said: "Like Gordon's gin, Gordon Ramsay sets aspirational standards in doing things properly and expects consumers to settle for nothing less than the highest calibre taste and experience."

Ramsay added: "The partnership with Gordon's gin is a natural one for me, as the brand has the same exacting standards and dedication to unparalleled quality that I adhere to in my own professional life."

The partnership will be backed by a GBP4m (US$8m) campaign which will promote the brand across all media channels, beginning with outdoor advertising, followed by its continued sponsorship of Ramsay's Kitchen Nightmares and on-bottle promotions next year.

The UK on-trade will benefit from two modes of communication delivered by Ramsay, one to the trade and one to the consumer. The trade will receive tips on how to make the perfect serve, whilst the consumer will be told via POS and promotions within the outlet that they must not accept anything other than the best.

Both investments will help drive the message back to consumers that Gordon's is to be associated with quality and perfection, the company said.