Why does it exist?
Despite white wine’s global popularity, there is still no official white wine emoji, even though red wine, champagne and cocktails are all represented on our keyboards.
The Great White Wine Toast playfully highlights this contrast between real‑world wine culture and the digital language we use every day. It encourages people to celebrate white wine as it’s actually enjoyed: fresh, social, expressive and shared.
By turning the conversation into a collective toast rather than a protest, the campaign keeps the tone light, inclusive and participatory - inviting everyone to take part, whether they’re a wine expert or simply enjoying a glass with friends.
Why New Zealand?
New Zealand is internationally recognised for its premium white wines - from iconic Sauvignon Blanc to Chardonnay, Pinot Gris and emerging aromatic styles, known for their freshness, vibrancy and sense of place.
With International Sauvignon Blanc Day (1 May), International Pinot Gris Day (17 May) and International Chardonnay Day (21 May) all falling in the same month, May provides a natural global moment to celebrate white wine, and to anchor the Great White Wine Toast as a shared, worldwide experience.
New Zealand’s role is not to “own” the moment, but to champion a global idea: that white wine deserves its place in modern culture - on the table and on the keyboard.
How does it work?
On the day of the Toast, people are encouraged to:
- Pour a glass of white wine (New Zealand, naturally)
- Post a photo or short video
- Tag it using the campaign hashtags #greatwhitewinetoast #whitewineemoji #nzwine
- Toast alongside thousands of others around the world
Across social feeds, the moment comes to life as a rolling, sunlit collage of glasses raised in different countries, settings and time zones - united by one simple idea and one shared gesture.
Why it matters
The Great White Wine Toast is part of a broader push to show how wine, and wine storytelling, can sit confidently within modern culture: social‑first, inclusive and globally connected.
It demonstrates how a simple idea can:
- Bring people together across borders
- Spark earned media and cultural conversation
- Celebrate wine without formality or barriers
- Position white wine as fresh, relevant and contemporary
Whether or not a white wine emoji ultimately becomes official, the Toast itself creates a lasting reminder of how ideas travel, and how shared moments can turn cultural observations into global participation.
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