Using Place-of-Origin Branding Strategies to Market Australian Premium-Niche Whisky and Gin Products

Abstract Producers of premium-niche products increasingly use place-of-origin branding strategies for differentiation in domestic and international markets. There has been little research focusing on the significant role of product labels in this regard. Employing content analysis of 253 different product labels using established measures of country-of-origin branding, this exploratory study investigates how Australian distillers use place-branding elements on product labels. Findings show producers communicate “place” using 58 separate phrases, other than the generic “Made in …”, allowing distillers to convey “place”, “localness”, and by extension, product authenticity and quality. Findings extend knowledge of place-of-origin branding and its value for promoting premium-niche products.