You are not permitted to download, save or email this image. Visit image gallery to purchase the image.
A New Zealand Wine Society promotion has been forced to make a hasty retreat after its Anzac theme left a sour taste with some of its customers.
An online promotion of the ‘‘Anzac big guns'' - a gold medal-winning Villa Maria Private Bin Marlborough Sauvignon Blanc 2007 and a silver Amberton Green Label Cabernet Sauvignon/Merlot 2006 ‘‘straight from the Aussie trenches'' was supposedly in honour of the Anzacs.
But despite the advertising campaign going to at least 24,000 people, complaints from eight customers forced the withdrawal of all references to the Anzacs and an apology from the wine society.
Anzac is a protected word under The Flags, Emblems and Names Protection Act 1981.
RSA National president Robin Klitscher said the advice to firms wanting to cash in on the Anzac spirit was simple: ‘‘Don't do it''.
‘‘It's not an accident the word Anzac is a protected word . . . It's a word that should be honoured and not used for commercial gain.''
Ministry of Culture and Heritage spokeswoman Tui MacDonald said individuals who knowingly breached the Act could be fined up to $5000, and body corporates could be fined up to $50,000.