Controversial 'Taste the Bush' wine ad banned for being 'degrading'

By Emily Sutherland

- Last updated on GMT

The ad attracted complaints for being offensive and linking sex and alcohol
The ad attracted complaints for being offensive and linking sex and alcohol

Related tags Advertising

A controversial wine ad that showed a strategically placed wine glass alongside the slogan ‘Taste the Bush’ has been banned by the Advertising Standards Authority for being ‘degrading and offensive.’

Five people, including Wine Australia, complained that the Premier Estate Wine advert was sexist and offensive and another three argued it breached advertising code by linking alcohol and sex.

The ASA ruled that most viewers would think the ad’s claim ‘some say you can almost taste the bush’ was a reference to oral sex, despite Premier Estate’s argument the statement was ‘tongue in cheek.’

The ruling said: “We considered that it served to undermine her as, until that point, she had been portrayed as confident and in control while discussing the merits of the wine.

“For that reason, we considered that the ad presented the woman in a degrading manner, and concluded that it was likely to cause serious or widespread offence.”

Premier Estates argued that the ad worked on two levels as a straight forward statement referring to the wine’s Australian origin and as a double-entendre.

The advert can’t be shown again in its current form and the company have been told to make sure any future adverts don’t cause offense or link alcohol and sexual activity.

Strongbow and Smirnoff have also fallen foul of the ASA this year, for implying that alcohol was as important as relationships and necessary to have a good night out respectively. 

Related topics Wine

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