We’ve already brought you the news of Kendall-Jackson Winery’s impassioned 15-page plea for a white wine emoji. Yesterday, Marketing Daily cast a little more light on this most gripping story, and oh, what a tangled 🕸️ we weave.
Kendall-Jackson’s proposal was submitted to Unicode in May, and was approved to go onto the next round (review by the group’s technical committee); if approved, the decision would likely come next April. But if you find yourself thinking, “Wow, thanks, Kendall-Jackson,” Flora Springs Napa Valley Family Estate would like a word, because excuse me, ya jerks, but they started asking for this months ago. In December. Come on.
Take it away, Marketing Daily. Also take it away, emphasis-ours button:
On Tuesday, it put out a press release in which Nat Komes, the Flora Springs general manager said, “It’s gratifying to see other wine companies follow our example of making wine fun and relevant with their own petitions and campaigns to establish a white wine emoji. The Unicode Emoji Subcommittee encouraged us to work as a global community on the project, and these additional efforts of wine companies and of course white wine lovers around the world will help us reach the goal Flora Springs sought when we started this movement.”
According to the report, Flora Springs started using #WhiteWineEmoji on social media in January, and it filed its own petition in May (as did the Fetzer winery, but Flora Springs doesn’t seem to be interested in shading them).
Way back in January, Flora Springs began using #WhiteWineEmoji on social media. It started a playful Change.org petition. And in May, it filed its own application with the emoji czars. So did the Fetzer winery. But when the emoji subcommittee’s Craig Cummings wrote to Flora Springs, he informed them that Kendall-Jackson’s application was the one moving forward: “Together, I’m hoping you, other wineries, wine associations, and white wine lovers around the world can help compel the subcommittee to encode a white wine emoji sooner rather than later.” He also added that Kendall-Jackson “graciously offered to coordinate.”
Oh, did they? Did they really?
A senior brand manager at Kendall-Jackson told Marketing Daily that while Flora Springs might have been first marketing campaign, the committee picked Kendall-Jackson anyway. She then presumably flipped her hair in a glorous mean girl kind of way.
You can support Kendall-Jackson’s movement—oh, and those other little wineries, I guess—by visiting whitewineemoji.net.