In a dense global market, wine is heavily reliant on catering to the needs of consumers. Consumers, as part of the decision-making process, rely on information – comprising information type, and the way that it is portrayed. This article identifies branding opportunities for New World wineries – particularly in the United States and Australia – to capitalize on without compromising innovation in branding nor breaching IP law. It highlights that wineries in the New World have a plethora of opportunity to create a spunk and pizazz effect in their branding. At the same time, it cautions what wineries should avoid for the purpose of otherwise being classified as ‘scandalous’.
Sarah Hinchliffe, Scandal in the US and Australian Wine Industry! Trademarks and GIs As a Consumer Magnet?, 118 J. Marshall Rev. Intell. Prop. L. 421 (2019)