Michelin starred chef Gordon Ramsay is famous for his passion for perfection. Gordon’s is renowned for its uncompromising approach to quality. Our strategy was to bring them together.The Gordon’s ‘Demand for Perfection’ was evolved to connect with trade and consumers:Trade: We leveraged Ramsay’s reputation as an astute businessman by educating the trade on increasing gin sales. Gordon’s delivers a greater margin than beer or wine, directly increasing their profits.Consumers: POS highlighted the ‘Perfect Serve’ (and how this reflects the professionalism of the establishment) plus the quality ingredients used in Gordon’s. We also offered incentives to inspire purchase.

- 2575 outlets opted in to the Gordon’s Demand for Perfection activity.- 208 mystery shopper calls were completed – from this we revealed: 96% served Gordon's Gin when asked for a gin and tonic. 40% created the ‘perfect serve’. 30% used menu clips.

59% used bar tidy.

54% used coasters/drip mats.

61% used stirrers.

40% used tent cards.Overall 29% of outlets taking part in the programme were graded as ‘ideal’, both serving perfectly and using the POS.