Buying into a regional brand: The naming of Central Otago wineries

Abstract

The purpose of this paper is to analyse the meanings and sources of winery names in the Central Otago wine region. In particular, two questions are addressed: To what extent are the elements of the Central Otago regional wine story apparent in the winery names of the region? Are there discernible differences in the elements emphasised in the more established wineries and those that have been launched more recently?