John Bull’s Other Vineyard: Selling Australian Wine in Nineteenth-Century Britain

Abstract

ABSTRACTNineteenth-century Australian wine makers saw Britain as the natural market for their wines and envisioned themselves as participants in a greater imperial economy, so Australian wine should be considered in discussions of imperial commodities and the reception of popular imperialism in advertising. The Australians’ concentrated efforts to sell their wines to British consumers were stymied, though, by high tariffs and negative impressions of the quality of Australian wines, and Australia would remain a marginal player in the British wine market until the second half of the twentieth century. This article uses four case studies to argue that Australian wines were promoted in Britain in the nineteenth century and that the marketing strategies hinged on associating Australian wines with imperial unity and the civilisation of Australian settler society.