The celebrity chef who mocks average people’s bad taste almost every day is getting dragged after shamelessly starring in a series of ads for a very bad Korean beer. Gordon Ramsay didn’t half-ass it, either: He’s signed on as the official brand ambassador for Cass, willingly staking his influence and credibility to a cheap, mass-market beer derided as “bottom-shelf swill” and “dishwater.”

Ramsay’s headache began when Cass’s latest TV ad started running. He appears in it, as well as in several videos on the brewery’s YouTube page, and in just about all of them he can be seen praising the drink as a “great beer” and “bloody fresh.”

This one, posted at the end of October, shows Ramsay slamming a Cass Fresh like a 19-year-old frat guy, while appearing to wince and cough:

People with the misfortune of having tried Cass — which currently holds an overall score of 1 out of 100 from Rate Beer — almost immediately called the chef a sellout on social media:

Ramsay has already jumped to his own defense, telling the Korea Herald he’s “far from embarrassed” to endorse such a “beer of the people.” He swore Cass is “something I drank before the call [for the endorsement] came in.” He also took the opportunity to insult the tastes of Europeans in general — their palettes are much too “delicate,” he believes. “They’re not used to that level of spiciness, so they wouldn’t understand the importance of cleansing and properly washing food down.”