good wine needs no bush

A bunch of ivy was formerly the sign of a vintner’s shop.

a 1430 J. LYDGATE Pilgrimage of Man (EETS) 1. 20415 And at tavernys (withoute wene [doubt]) Thys tooknys [signs] nor thys bowys grene..The wyn they mende nat.

1545 R. TAVERNER tr. Erasmus’ Adages (ed. 2) 42^v Wyne that is saleable and good nedeth no bushe or garland of yuye [ivy] to be hanged before. The english prouerbe is thus Good wyne neadeth no signe.

1599 SHAKESPEARE As You like It (Epilogue) 3 If it be true that good wine needs no bush, ’tis true that a good play needs no epilogue.

1711 ADDISON Spectator 13 Nov. I was never better pleased than with a plain man’s compliment, who upon his friend’s telling him that he would like the Spectator much better if he understood the motto, replied, that good wine needs no bush.

1983 D. CLARK Monday Theory vi. ‘Doesn’t advertise much, does she, Chief?’ said Reed. ‘Relies on the principle that good wine needs no bush, perhaps,’ replied Masters.