Drinks retailer Thresher has kicked off the battle for a greater share of the drinks market this Christmas by linking up with celebrity chef Gordon Ramsay.

It is partnering with Ramsay under a campaign called 'Wines You Can Swear By', under which the chef will endorse the Thresher brand in PoS material in stores.

The campaign, running from this weekend until 2007, positions Threshers stores as knowledgeable yet unpretentious about wine.

Ramsay will star as the face of the Threshers monthly wine and Champagne recommendations. Recipe cards from his Sunday Lunch cookery book will also be available free in stores.