Come Over October: Celebrating Friendship and Wine in the Face of Sober October

In the upcoming weeks, you might notice the phrase and various promotional materials related to a new global marketing initiative called “Come Over October,” particularly in locations where wine is available. This campaign encourages us to connect with one another—essentially, to “come over” and enjoy wine, companionship, and meaningful conversations.

This initiative arrives at a time when the wine industry is struggling with slow sales and an increasing anti-alcohol movement highlighted by campaigns like “Sober October” and “Dry January.” Public health recommendations are shifting from advocating moderate drinking to promoting complete abstinence.

Additionally, this campaign emerges during a tumultuous election period characterized by deep political divisions, as many Americans continue to be hesitant about socializing due to the lingering effects of the pandemic. “Come Over October” aims to remind us of the role wine has played in building social, cultural, and religious ties among people for over 8,000 years.

Advertisement

“The most significant aspect of Come Over October is the ‘come over,’” shared Karen MacNeil, the Napa Valley wine writer and author of “The Wine Bible,” who initiated the campaign.

“Tonight, I shared a meal with five individuals who were strangers just two hours prior,” she recounted. “By the end of the evening, we all embraced, and we are now friends. While that idea may seem simple or even sentimental, I believe every wine enthusiast can relate to such an experience. After enjoying a meal, some wine, and engaging conversations, you find yourself bonded as friends.”

Earlier this year, MacNeil developed the campaign and collaborated with Kimberly Noelle Charles and Gino Colangelo, both well-known figures in wine marketing. The wine community responded with great enthusiasm. Supporters include Total Wine & More, Jackson Family Wines, numerous individual wineries, and associations from California, Oregon, Champagne, Sicily, and beyond, along with various wine publications.

“In these challenging times, we recognize that good company, engaging conversations, laughter, and a sense of camaraderie can greatly enhance our lives,” MacNeil stated in a press release regarding the campaign. “We aim to inspire people to disconnect from their devices and enjoy each other’s presence. Historically and socially, wine has played a pivotal role in fostering conversations, forming new friendships, and strengthening existing ones.”

Come Over October offers a joyful alternative to Sober October, which is one of the two months (the other being Dry January) when numerous individuals choose to refrain from consuming alcoholic beverages for a few weeks.

Advertisement

Prohibition sentiments are also gaining traction. As of January 2023, the World Health Organization updated its recommendations to state that “no level of alcohol consumption is safe for our health,” marking a significant shift from the previously held notion of “drink in moderation.” The US government is contemplating the implementation of this stricter guideline in its dietary recommendations, and this negative perception of alcohol has already begun to infiltrate media discussions.

MacNeil hesitated to position Come Over October as a direct opposition to this anti-alcohol movement; however, she did differentiate between the traditional significance of wine and the alarming idea that all forms of alcohol are harmful.

“This is not Come and Party October, or Binge January,” she said. “It’s come over and share some wine. We don’t even say a bottle of wine, we say share some wine to honor its historical and cultural role in bringing people together.

“This isn’t a conversation about alcohol abuse,” she continued. “It’s simply a recognition of something terribly important: We are social creatures who like to be in one another’s company, and wine plays a positive role in bringing us together.”

Encouraged by the enthusiastic response from the wine community, MacNeil shared that she, Charles, and Colangelo are planning to establish Come Over October as an annual campaign, with the potential for a related event in the springtime.

In the upcoming weeks, consider reaching out to a friend you haven’t seen in a while, a neighbor you’ve wanted to know better, or a colleague you may have had disagreements with during a meeting. Invite them over, offer a glass, and let the wine create connections that have bridged cultures and time for centuries.

Advertisement

About the Author: Chris Lehoux

Meet Chris Lehoux, an experienced wine connoisseur and dedicated blogger with a deep passion for all things wine-related. With years of expertise in the industry, Chris shares insightful wine reviews, valuable wine tasting tips, expert pairing advice, and captivating tales of vineyard visits. Join Chris on a journey through the world of wine, where every sip is an adventure waiting to be savored!