Today, New Zealand Winegrowers launched “The Great White Wine Toast,” a global public campaign calling for the creation of an official white wine emoji and spotlighting New Zealand’s world-renowned white wines - from its famed Sauvignon Blanc to its elegant Chardonnays, Pinot Gris, Albariño and more.
Despite the global popularity of white wine, there is currently no dedicated white wine emoji across digital platforms. The campaign aims to change that. “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 comes at a time when New Zealand’s top three exported white wine varieties are internationally celebrated 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.
A Global Icon, Missing in Action
While the standard red wine glass emoji is widely used, it does not represent the promise of the refreshing enjoyment from a glass of white wine. The campaign argues that emoji diversity should reflect real-life food and drink culture - particularly as emoji use continues to grow across social platforms and messaging. The campaign includes a proposed white wine emoji design, featuring a pale-gold wine in a classic glass - inspired by the crisp, aromatic character of New Zealand’s most beloved white wine styles.
Global Advocacy Effort
The campaign will encourage wine lovers worldwide to show their support through:
- A public petition urging Unicode to introduce the white wine emoji
- Social media participation using #WhiteWineEmoji
- A global toast across time zones planned for “The Great White Wine Toast”, where white wine lovers worldwide are encouraged to raise a glass of New Zealand white wine on International Sauvignon Blanc Day (1 May) and using #WhiteWineEmoji and #GreatWhiteWineToast
- Continuing to raise a glass of New Zealand white wine during the month of May and posting on social media using #NZWine #WhiteWineEmoji #PourYourselfAGlassOfNZ
The campaign culminates in a formal emoji submission to the Unicode Consortium, backed by petition signatures, social engagement data, and cultural relevance evidence.
Why New Zealand?
New Zealand is known globally for producing some of the world’s most distinctive white wines, and its pioneering Sauvignon Blanc reshaped the category. New Zealand’s unique southerly geographical location and maritime climate provide perfect conditions for growing white grapes that retain a natural backbone of acidity across a wide range of varieties. As all of the country’s winegrowing regions are close to the sea and coupled with long hours of sunshine and often crisp night temperatures, it’s the ideal recipe for producing vibrant lifted fruit characters seen in New Zealand white wines. “New Zealand white wines are instantly recognisable, defined by bright fruit flavours and a distinctly refreshing style”, says Charlotte. “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.”
ENDS
Editor Notes:
- New Zealand wine is exported to more than 100 countries and is New Zealand’s seventh largest export good
- New Zealand wine exports reached $2.1 billion in the year ended June 2025
- White wine accounts for approximately 95% of New Zealand’s global wine exports
- Sauvignon Blanc remains the country’s most exported variety, with Pinot Gris and Chardonnay continuing to grow in recognition
- Join the Toast and sign the petition
- New Zealand white wine media kit available here
- New Zealand wine image gallery available here
About the Campaign
“The Great White Wine Toast” is a global cultural movement led by advocates of New Zealand white wine. The campaign celebrates the freshness and vibrancy of New Zealand’s world-class white wines and champions the creation of an official white wine emoji to better represent real-world wine culture. Web: The Great White Wine Toast
For further information contact:
Juliana Foster
Global PR Manager - New Zealand Winegrowers
+64 27 700 5013