Title Comics, Cues and Cultural Credibility: French Wine Labels for Targeted Cross‐ Cultural Marketing Authors Jacqueline Dutton (University of Melbourne), Nadine Normand‐Marconnet (Monash University), Jason Jones (Monash University) Keywords French wine labels, visual labelling, culturally specific market segments, cross‐ cultural marketing, symbolic content, The Arrogant Frog, Château Lafite, Albert Bichot Beaujolais Nouveau Research Question This paper examines the strategies of visual labelling (or verbo‐pictorial metaphors) on French wine labels for targeting culturally specific market segments in three cross‐cultural examples: The Arrogant Frog in Australia; Château Lafite in China; and Albert Bichot Beaujolais Nouveau in Japan. Methods This paper focuses firstly on the wine labelling itself, analysing the visual elements with symbolic content that trigger responses and cues in culturally differentiated segments of the market. We also use primary resources including: press releases; marketing strategies; as well as information garnered from the marketing and PR teams of The Arrogant Frog, Château Lafite and Albert Bichot. This documentation is analysed to ascertain the implicit messages encoded in visual labelling. Results This research establishes a framework for analysing strategies used by French wine producers in targeting culturally specific market segments. It will be a preliminary step towards assessing the impact of targeted visual labelling for cross‐cultural market segments. Abstract Cross‐cultural marketing has been applied to wine for centuries, ranging from Bordeaux’s production of New French Clarets for English consumers, to the Veuve Clicquot’s syrupy champagnes for Russian palates. In recent times, there is less manipulation of the product to correspond to culturally specific taste trends (the Parkerization of red wines is a worldwide phenomenon), and more