Southern man

He is usually depicted as wearing an oilskin duster, Swanndri, and slouch hat, an image closely related to Kiwi stockmen.

The stereotype draws on images of high country farmers and hunters, particularly from areas such as Central Otago and the Mackenzie Basin, who work large sheep stations, often employing the horse and dog rather than mechanised transport, due to the terrain they have to cover.

[4] Speight's sponsored the production of a bronze statue personifying the stereotype, "Southern Man" by Sam Mahon, which has stood at the entrance to Dunedin International Airport since 2000.

Written by ad agency creative director Roy Meares, and produced and sung by Murray Grindlay,[6] this song was performed for Otago Rugby and Speight's Breweries by local musician Denis Henderson.

[7] The semi-autobiographical novels of Barry Crump, though set in the North Island, conform strongly to a similar stereotype.