Colonial control or terroir tourism? The case of Houghton’s White Burgundy

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Issue: Volume 8, Issue 2, 2014


Is Burgundy more than a region in France, or could it refer to a style of wine making? Food and wine are not only derived from a place. They make a place. Industries like Oddbins offer and are enabled through the best wine and food, particularly tourism. ‘Region’ has a distinctive role in framing the brand and profile of a wine bottle. ‘Region’ mitigates risk for a consumer. Region is a proxy for quality. This article investigates the impact of the legal protection and control of regionality on formerly colonized nations, with particular consequences on wine industries. By exploring Houghton’s White Burgundy and its transformation into White Classic, the impact of protecting regionality on formerly colonized nations is revealed.

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Authors Affiliations

Tara Brabazon (a)*
(a) Charles Sturt University
* Correspondence address. Email:



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