Non-linguistic, semiotic and glocal communication: 35 beer labeling cases

Purpose – This paper aims to explore the country-of-origin effect, specifically its potential impact on beer labeling, from a linguistic perspective. Design/methodology/approach – The paper opted for an exploratory study using Sebba’s framework for multilingual texts (2012). Briefly, analysis developed through the observation, the use of notes taken during the phase of data collection and their comparison. Findings – The paper provides empirical insights on how beer labels appear to signal some interesting occurring trends. First, this investigation seems to suggest a link between languages used and their potential to recall country images that producers may be willing to stimulate and enhance. Second, data appeal to products’ countries of origin, using official languages, texts and visual elements strictly interrelated with local cultures. Research limitations/implications – Because of the chosen approach, results may lack generalizability. Therefore, researchers are encouraged to apply this framework or...