Place ‘From One Glance’: the use of place in the marketing of New Zealand and Australian wines

Abstract

Associations between place and wine are historically deep. Past and current narratives of wine production are wedded to environment attributes of particular places, and in both the European and Australasian settings this has been codified by way of formal labelling requirements for the place of origin for wines. In this paper we explore the role of place references on the front labels of Australian and New Zealand wines through a small initial survey. The results reveal that the importance of place references is stronger for New Zealand wines. We argue that this reflects strongly the very different structures of the industries in the two countries, with the emphasis for New Zealand producers on high-quality wines for which origin statements are expected as opposed to the Australian focus on the production of bulk, value-driven wines dependent on the blending of wines across regions and places. This in turn has implications for the future development and marketing trajectories of the two industries.