‘Cheeky’ ad takes on ‘bland’ wine sector

A UK-based wine supplier has channeled “classic British humour” to bring a risqué edge to its first ever advertising campaign.

Premier Estates Wine, which sources products from around the world to appear under its Collection and Discovery labels, is inviting consumers to #TasteTheBush in what it describes as a “provocative”, double entendre advertisement.

Appearing on websites including Fox News and Huffington Post, where it will target people who have recently bought wine online, the campaign features an “attractive brunette” at a party who offers a “sensuous” description of her glass of Shiraz. She ends the tasting note with the words “You can almost taste the bush,” before the camera reveals her “strategically placed” wine glass.

Introducing the campaign, Premier Estates Wine founder Budge Dhariwal said its launch “shows how far we have come” since the company was founded in 2005.

“The Premier Estates Wine B2B business has grown from strength to strength over the past few years and it is now time to introduce the brand to consumers,” continued Dhariwal. “We hope our customers will love the #TasteTheBush campaign as much as we do – it captures the brand’s unique British humour and banter.”

Surrey Garland, executive creative director of the Saatchi Masius agency, outlined the goal to create a memorable wine advertisement. “This campaign aims to debunk the pompous blandness of the category and as a first for the brand, we wanted to make people laugh – and try the wine,” he explained.

Following the launch of this advertisement, Premier Estates Wine will aim to build on this momentum with a “robust, targeted social media campaign,” making further use of its hashtag slogan.

To view the advertisement click here.