Wine Industry Unites to Counter Negative Perceptions With Expanded Come Over October Campaign

The Come Over October campaign has returned for its second year, aiming to rally the wine industry and its supporters in response to increasing negative perceptions about alcohol consumption. The initiative was started by American wine journalist Karen MacNeil, along with Gino Colangelo and Kimberly Charles. Their goal is to encourage people to gather and connect over a glass of wine or a non-alcoholic beverage throughout the month of October.

This year, the campaign has expanded significantly. More than 150 wine businesses, media outlets, and trade organizations are now involved as patrons and supporters. Major retailers such as Kroger’s, Total Wine & More, Gary’s Wine & Marketplace, and Wine.com have joined the effort, promoting the campaign in over 1,000 retail locations across the United States. Outside of the wine industry, companies like Yelp have become community partners, while Lyft is serving as the official ride share partner for this year’s campaign.

The movement has also gained traction internationally. For the first time, Canada is participating through the Wine Growers of Canada and Arterra Wine Company, which are promoting Come Over October nationwide. International support has also come from organizations such as the Brunello Consortium, Prosecco Consortium, and Wine Australia.

The founders say their mission is to mobilize the wine community to advocate for wine’s cultural significance. Karen MacNeil points out that much of the current stigma around wine comes from discussions that focus solely on alcohol content. She emphasizes that wine is deeply connected to culture, food, art, religion, and nature. “For most wine producers, wine is so much more than alcohol,” MacNeil says.

The campaign’s message centers on sharing what it calls wine’s 8,000-year history as a positive force in society. Gino Colangelo notes that there has been some progress in shifting public perception since the campaign began last year. He sees early signs that the narrative around wine is becoming more positive but acknowledges that changing attitudes will take time and ongoing effort. “The anti-wine and alcohol forces aren’t letting up; we’re just getting more voices on our side,” Colangelo says.

Come Over October has also attracted endorsements from public figures outside the traditional wine world. Singer Alecia Moore (known as P!nk), chefs Lidia Bastianich and Charlie Palmer, and NBA player CJ McCollum—who owns Heritage 91 winery in Oregon’s Willamette Valley—have all lent their support.

The campaign’s founders believe that its success depends on active participation from all parts of the industry. They are calling on producers, merchants, distributors, and retailers to advocate for themselves and their products rather than remaining passive. Colangelo stresses the importance of industry members “getting off of the sidelines and joining the fight” to ensure that wine continues to be recognized for its broader cultural value.