'Advance Australia Fair?' Determining the country of origin associations for Australian wine in emerging and established markets

Consumers use a location’s Country-Image (CI), with other product information to inform judgements of product quality, both prior and post purchase. The CI can provide tremendous advantages over competitors and can alternatively be a serious disadvantage depending on a consumer’s personal view of the CI. The power of ‘old world’ CI’s to enhance premium positioning is also well established where as Australia, not having been quantified anywhere even domestically, is unknown in terms of the nature and direction of influences. This study will quantify the Australian CI, Country-People-Image (CPI) and County-Wine-Image (CWI) compared to ‘new world’ and ‘old world’ competitors and to understand economic implications and provide strategies that assist our country’s associations supporting premium positioning.