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Using place-of-origin branding strategies to market Australian premium-niche whisky and gin products


Bucher-Edwards, E and Grimmer, L and Grimmer, M, Using place-of-origin branding strategies to market Australian premium-niche whisky and gin products, Journal of International Food and Agribusiness Marketing pp. 1-19. ISSN 0897-4438 (2021) [Refereed Article]

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Copyright 2021 Taylor & Francis Group, LLC

DOI: doi:10.1080/08974438.2021.1975008


Producers of premium-niche products increasingly use place-of-origin branding strategies to differentiate their products in both domestic and international markets. Common methods include the use of text and images on product labels. To date, there has been little research focusing on the significant role of product labels in place-of origin marketing of premium-niche products. This exploratory study investigates how Australian whisky and gin distillers use place branding elements on product labels. Content analysis of 253 bottle labels was conducted, and data analyzed using established measures of country-of-origin branding adapted for the study. Findings show producers communicate ‘place’ using 58 phrases other than the generic ‘Made in…’ tag line which allow distillers to convey place, ‘localness’, and by extension product ‘authenticity’ and quality to consumers. Findings contribute to the product branding literature by extending knowledge of place-of-origin strategies and will assist producers and marketers use place branding to effectively to promote premium-niche products.

Item Details

Item Type:Refereed Article
Keywords:place-of-origin, product branding, premium-niche products, product labels, marketing strategy
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing communications
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Bucher-Edwards, E (Miss Zoe Bucher-Edwards)
UTAS Author:Grimmer, L (Dr Louise Grimmer)
UTAS Author:Grimmer, M (Professor Martin Grimmer)
ID Code:146300
Year Published:2021
Deposited By:TSBE
Deposited On:2021-08-30
Last Modified:2023-03-16

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