
New Zealand Winegrowers wants to give white wine its own emoji and is taking the campaign global.
While the world grapples with its problems, New Zealand has identified a particularly pressing cultural oversight: white wine has no emoji. And yet it is one of the most consumed wine styles on the planet.
“Wine culture has evolved, but our emojis haven’t,” says Charlotte Read, General Manager Brand, New Zealand Winegrowers.
“Red wine has an emoji. Champagne has an emoji. Cocktails have several. But one of the world’s trending wine styles, refreshing, vibrant white wine doesn’t have a voice. We believe New Zealand, a world leader in refreshing and expressive white wines, is the perfect champion for this movement.”
The campaign, called The Great White Wine Toast, is a global push to convince the Unicode Consortium, the body that decides which emojis exist, to finally add a white wine glass to the lineup.
The proposed design features a pale-gold wine in a classic glass, inspired by the crisp, aromatic character of New Zealand’s most celebrated white wine styles, from its globally recognised Sauvignon Blanc to its Chardonnays, Pinot Gris, Albariño and more.
Timing is everything
New Zealand’s top three exported white wine varieties each have their own international day, and they all fall in May: International Sauvignon Blanc Day on May 1, International Pinot Gris Day on May 17 and International Chardonnay Day on May 21.
The campaign is using that window to build as much momentum as possible before submitting a formal case to the Unicode Consortium, backed by petition signatures, social engagement data and cultural relevance evidence.
New Zealand has earned its emoji
New Zealand’s case for being the one to lead this charge is grounded in geography as much as it is in reputation. The country’s southerly location and maritime climate create conditions that produce white grapes with a natural backbone of acidity across a wide range of varieties.
All of the country’s winegrowing regions sit close to the sea, with long hours of sunshine and crisp night temperatures that result in wines with vibrant, lifted fruit characters. Its pioneering Sauvignon Blanc effectively reshaped the global white wine category, so the argument that New Zealand has earned the right to champion the emoji is not without merit.
“New Zealand white wines are instantly recognisable, defined by bright fruit flavours and a distinctly refreshing style,” says Read. “It embodies everything a white wine emoji should represent, and if any region deserves to convince the consortium the world needs a white wine emoji, it’s New Zealand.”
Get involved
Wine lovers worldwide are being encouraged to sign the petition urging Unicode to act, participate on social media using #WhiteWineEmoji and raise a glass of New Zealand white wine on May 1 for the global toast across time zones using #WhiteWineEmoji and #GreatWhiteWineToast.
Throughout May, the campaign continues with #NZWine #WhiteWineEmoji and #PourYourselfAGlassOfNZ.
The emoji argument is straightforward: digital culture should reflect real-world drinking culture, and right now it doesn’t. Whether the Unicode Consortium agrees is another matter, but New Zealand is making the case and bringing some excellent bottles to the table while doing it.
Source: Tide PR
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