Representation matters, and Kendall-Jackson, Fetzer and more than a dozen other wineries are asking the question: Why don’t we have an emoji for white wine? Cabernets, Merlots and red blends are gorgeously and thoroughly depicted in emoji sets the world over, while Chardonnay, Sauvignon Blanc and other white wines are left out in the cold.
The #WhiteWineEmoji campaign seeks to highlight the many ways in which a white wine emoji would benefit consumers (such as the ability to use emojis to suggest a dinner of wine and fish without appearing to recommend pairing that fish with a hearty red, like some kind of monster). Though the campaign is somewhat tongue-in-cheek, the opportunity to reach and influence consumers, getting them to think more about white wines, is priceless, and Fetzer and Kendall-Jackson are leading the charge.
Socially Responsive
The #WhiteWineEmoji campaign uses memes and video to draw attention to the importance of white wines in the global market. Fetzer produced a helpful video to explain the foundation of the campaign, helpfully titled "I Want My White Wine Emoji,” and it has already been viewed more than 33,000 times.
White wine lovers can also find out more about the campaign at Fetzer’s website. Rodrigo Maturana, Vice President of Marketing for Fetzer Vineyards, recently elaborated on the campaign via a statement from the company, saying "white wine drinkers everywhere should have an appropriate symbol for their favorite beverage," adding "with 146 million cases of white wine consumed in the U.S. last year, we believe you should have the #WhiteWineEmoji at hand to express yourself authentically—whether you're sipping white wine because the season or occasion demands it, or simply because it's your go-to."
Fetzer is on the Case
Languages, like emoji, continually evolve over time to fit the needs of their speakers, and today, the world’s emoji “speakers” need the language to grow and expand to include white wines. Fetzer is leading the charge to make emoji languages more useful and comprehensive. And, at the same time, the company is raising the profile of some of their key brands among consumers. Brands such as:
Fetzer Sundial Chardonnay, California: Debuted in the 1980s, Sundial is a well-known and beloved brand at the heart of Fetzer’s white wine offerings. Created by blending Chardonnay with Muscat and Riesling to create the wine's signature taste, Sundial Chardonnay is a proud part of the Fetzer portfolio.
Fetzer Shaly Loam Gewürztraminer, Monterey County: The top-selling Gewürztraminer in the states, Fetzer's is synonymous with fall, providing heady aromatics and an off-dry style perfect for the Thanksgiving table.
Fetzer Goosefoot Road Riesling, Monterey County: Goosefoot Road offers an alternate experience for fans looking to take their wine experience beyond mainstream wine varietals while also maintaining superior quality.
Fetzer Echo Ridge Sauvignon Blanc, California: Industry-wide, Sauvignon Blanc is benefitting from unprecedented popularity—which is one more reason the world needs a #WhiteWineEmoji. Fetzer's entry into the category pairs classic varietal notes such as key lime and lemongrass with white peaches and citrus blossoms.
Kendall-Jackson is Caring by Sharing
The Sonoma County winery is also doing their part to fire up wine enthusiasts about the movement, this time with a concentrated effort on building a robust conversation on social media. Kendall-Jackson has launched its own website about the cause, and has provided visitors with shareable tools to help promote awareness for the emojis on their own channels (see below). Thus far, the campaign has earned more than a billion impressions on social media.
White wine is big business, but it can still feel like the industry puts it on the back burner when compared to the wide world of reds. Fetzer’s and Kendall-Jackson's standing as major players in the industry has positioned the brands at just the right time to promote white wines to consumers and the trade.
Your Breakthru Sales Consultant can help you navigate the wide range of white varietals available and provide you with guidance on growing your business with these incredible brands.
As for getting the #WhiteWineEmoji, it’s only a matter of time.