PLONKERS! Killjoys ban on cheeky wine ad

AN advert showing a woman with a glass of wine in front of her crotch saying “you can almost taste the bush” has been banned for being offensive and treating women as sex objects.

The ad, which appeared in an online YouTube video and Twitter campaign for Australian winemakers Premier Estates Wine, stars a brunette model singing the praises of the wine.

She is shown with a glass of red wine, saying: “Take this exquisite Aussie shiraz…a mere £5.99 a bottle” and then taking a sip and adding: “Mmm, luscious, earthy, bursting with fruit and spice.”

She then places the glass on a table in front of her crotch and says: “Australia practically jumps out of the glass – in fact, some say you can almost taste the bush.”

The Twitter campaign also showed the same woman in a cropped photo showing just her lower body with the glass of red wine in front of her crotch with text reading: “I want to #TasteTheBush”.

Wine Australia – who promote Aussie wines abroad – joined others who complained the ads were offensive, sexist and degrading towards women.

Advertising Standards Authority bosses agreed and banned the ads for making an obvious reference to oral sex.

It said: “We considered that consumers would understand the claim ‘# TasteTheBush... when accompanied with an image of a woman stood behind a wine glass, which emphasised her crotch, to be a doubleentendre referring to both Australian red wine, and female genitalia and oral sex.

TASTY: Woman in ‘cheeky and sexist

advert’

“The ads must not appear again in their current form.”

Premier Estates Wine stated the campaign was intended to be playful and tongue-in-cheek’.