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The internet is full of conversations – demands rather – about the injustice of the missing white wine emoji. Red wine emojis pervade keyboards everywhere leaving vineyard-sized holes in conversations thirsty for red wine’s lighter counterpart. The people spoke and we listened. For Kendall-Jackson, the 35+-year-old winery, it was a matter of igniting the community behind the cause and creating a platform for the voices of the global internet to come together under a common goal. Hear about the 2-year long process, the value of never giving up and how brands can listen and adapt to changing consumer preferences and media habits.