Importance, use and awareness of South Australian geographical indications

Abstract

Background and Aims This research concerns the use of geographical indications (GIs) by South Australian wine producers to form their brand identity, for example, the inclusion of GIs on wine labels and consumers' association of wine regions with particular grape cultivars.Methods and Results The use and importance of GI designations by 103 South Australian wine producers was investigated via an online survey. The inclusion of GIs on labels was valued significantly higher for wines priced above $A15.00, compared with lower priced wines. A similar finding was observed following analysis of the label content of 540 commercially available South Australian wines, with GIs more likely to be used for key grape cultivars. A survey of 304 wine consumers showed key grape cultivars are closely associated with specific wine regions, the strongest unassisted association being the Coonawarra region with Cabernet Sauvignon.Conclusions South Australian wine producers valued and frequently used GIs for wines priced above $A15.00 and analysis of wine label content supported this finding. Significance of the Study These findings highlight and validate wine producers' use of GIs to establish their brand identity and the associations consumers make between regions and grape cultivars.