The South African wine community and advertising world is abuzz with a recently aired ad campaign which features a South African winemaker endorsing Nescafe.

In the ad the winemaker insinuates that world class wine is like world class coffee.

We haven't been able to track down a clip of the ad, but if you've got access send it our way.

Via social media tech waves

elephants & easter ‏@elephantseaster Tweets

No winemaker Mike you can't compare a good wine to Nescafé instant coffee @Tokara_ #brandfail
 

Paul Elliott ‏@throwfirewood Tweets

Um… anyone else seen the winemaker saying that Nescafé is world class? Advertising. You have gone too far!!!
 

Phil Voget ‏@PhilVoget Tweets

Woah Nescafé Classic tv ad is bad. Miles Mossop fallen on hard times? Why's an Aussie woman interviewing a SA winemaker for instant coffee?
 

Jabulani Sigege ‏@papa_action Tweets

This ad.. The winemaker says because he knows wine, he also knows good coffee (Nescafe). Where did the logic train derail?
 

elephants & easter ‏@elephantseaster

Just saw some testimonial Ad where a 'winemaker' endorses Nescafé classic coffee... Either he isn't a real winemaker or it's all about the $

And more commentary from The Wine Goggle Blog

Winemakers are set to become the next commercial celebrities. While Tokara cellarmaster Miles Mossop has been creating a stir – and a few swoons – with his heartfelt endorsement of Nescafé coffee in a current television commercial, local and international brands are clambering over each other for the acting talents and brooding physical presence so characteristic of South African winemakers.