The Threshers campaign, created by Billington Cartmell, uses the strapline "Wines you can swear by" and will run from October 15 until 2007.
The idea is to position Threshers as being a knowledgeable, credible but unpretentious wine retailer in the same way that Ramsay is about food.
The deal with Ramsay builds on Threshers' sponsorship of 'Hell's Kitchen USA', presently showing on ITV2. It will feature large window displays of the chef with the "wines you can swear by" strapline and Threshers' monthly wine and Champagne recommendations.
There will also be recipe cards from Ramsay's 'Sunday Lunch' cookery book and personal wine recommendations.
A press campaign featuring Ramsay will run across You, the Mail on Sunday magazine, and the Saturday Times colour supplement, throughout the pre-Christmas trading period.
There will also be outdoor advertising including bus shelter posters, and direct mail drops, showing Ramsay and flagging up Threshers' award-winning "buy two get third free" offer.
The campaign will target areas around 200 key stores. Threshers will also run a promotion on the drivetime show on Virgin Radio.
It is the second high-profile deal involving Ramsay this week. He has also been roped into designing a range of knives and other food-related homewares for Bhs, and may get involved in a revamp of the chain's in-store cafes.
Roger Whiteside, chief executive of Thresher Group, said: "The partnership with Gordon is a great fit for us -- he's direct, admired for being the best in his profession, and resonates with millions of people across the UK."
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