Wine firm tweets around the bush

Premier Estates Wine is taking a pop at pompous wine buffs in its first ever ad campaign by using an image of a glass of vino placed in the nether regions of a sultry brunette, under the strapline and Twitter hashtag #TasteTheBush.
The company, which sources tipples from around the world under its Collection and Discovery labels, is launching the digital campaign to target consumers who have recently bought wine online.
Devised by Saatchi Masius, the ad features the brunette at a party, offering what the firm describes as 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.
Premier Estates Wine founder Budge Dhariwal claims the campaign shows just how far the firm has come since it was founded a decade ago.
He added: “The Premier Estates Wine corporate business has grown from strength to strength over the past few years and it is now time to introduce the brand to consumers.
“We hope our customers will love the #TasteTheBush campaign as much as we do – it captures the brand’s unique British humour and banter.”
Saatchi Masius executive creative director Surrey Garland said: “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.”