good wine needs no bush

First recorded in the epilogue to As you Like it by William Shakespeare: "If it be true, that good wine needs no bush, ’tis true, that a good play needes no Epilogue." Here, the term bush denotes a branch or bunch of ivy formerly hung as a vintner’s sign in front of a tavern.[1]

good wine needs no bush

1. There is no need to boast or advertise about something of good quality.

• old wine in a new bottle