Criticized for being a brand ambassador for Cass beer

In November 2017, Gordon Ramsay faced criticism after becoming a brand ambassador for Cass, a mass market South Korean lager produced by Oriental Brewery. The partnership was announced as part of a promotional campaign in South Korea, featuring Ramsay in advertisements and marketing materials supporting the beer. The collaboration drew attention due to Ramsay’s reputation for strict culinary standards and outspoken criticism of food and drink he considers subpar. Following the announcement, critics and social media users questioned the endorsement, with some accusing Ramsay of being inconsistent with his professional image. Cass has often been described by critics as a widely available mainstream lager, and the partnership prompted debate about celebrity endorsements and brand alignment. Online reactions included comments suggesting the endorsement conflicted with Ramsay’s on screen persona, which frequently emphasizes quality ingredients and high culinary expectations. The campaign formed part of Ramsay’s broader promotional activities in South Korea during late 2017, which also included television appearances and public events. Despite the criticism, the endorsement proceeded as planned, with Ramsay appearing in advertising tied to the Cass brand during the promotional period.