Gordon Ramsay is being replaced as the face of Gordon’s gin by two top television actors.
The celebrity chef has appeared in the spirit’s ads since 2007, but with sales now falling Ashes to Ashes lead man Philip Glenister and Silent Witness star Emilia Fox are taking over.
The foul-mouthed Ramsay was a controversial choice for Gordon’s, which is now hoping to gain a more glamorous image.
Ramsay had gin poured over him in his television ad, while in the new one Glenister and Fox play a couple having a drink in a theatre bar and quoting Shakespeare.
The move comes not long after the news that Ramsay’s arch-rival Jamie Oliver is to part company with Sainsbury’s, ending an 11-year advertising relationship. Baking expert Lorraine Pascale will be replacing him.