Premier Estates Wine has launched its first ever advertising campaign centring around its Australian Shiraz.

The tounge in cheek online advert invites consumers to #TasteTheBush and is set to generate over 20 million impressions, appearing as pre-roll content across hundreds of sites such as Huffington Post and Fox News.

It is also being supported by a robust targeted social media campaign which is due to start mid-August when demand for wine increases, the company said.

Premier Estate Wine founder Budge Dhariwal, added: “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. We hope our customers will love the #TasteTheBush campaign as much as we do – it captures the brand’s unique British humour and banter.”