When Place Names are Worth Bottling

Europe has recognized the value of wine geographical origins for more than a century. This paper outlines the historical background of wine geographical indications as derived from select European Union countries; also the international and domestic regulation of GIs in Europe, the United States of America and, principally, Australia. This paper identifies that the use of wine zones and regions, as defined by GIs, has been increasingly recognized as, amongst other things, an important brand marketing opportunity and, arguably increases the wine exporting opportunities for Australia. The author also suggests ways that the disjointed conflict between trademarks and GIs in Australia can be reconciled