Come Over October ends after 3 years; organizers cite exhausted funding
Come Over October has ended after a 3-year run. Organizers say it and its sister initiative, Share & Pair Sundays, exhausted their industry-backed funding. More than 200 wineries participated across the 2 campaigns, while Come Over October materials were activated in over 2,000 retail stores.
A 3-year advocacy effort
Conceived in early 2024, Come Over October ended after a reported 3-year run. It gave the international wine community a free platform and prepared materials intended to present wine as part of social connection.1
Organizers reported 3.8 billion media impressions and 7.5 million impressions on social media. They said campaign materials were activated in over 2,000 retail stores, with an estimated reach of 14 million consumers in the United States.1
The founders and their message
Come Over October was a pro-bono undertaking by 3 founders: Karen MacNeil, author of The Wine Bible, and communications professionals Kimberly Noelle Charles and Gino Colangelo.1
MacNeil said the founders believed an important part of wine’s public story was being overlooked. She described their goal as challenging anti-wine messaging, supporting the industry and emphasizing wine’s place in bringing people together.1
Participation in the campaigns
Hundreds of wineries, wine companies, importers, distributors, retailers, trade associations and wine-media organizations joined Come Over October. Charles said the effort reached millions of consumers; separately, she said the resulting movement was being embraced in the United States and abroad. She also acknowledged the industry’s continuing difficulties and said the invitation connected with both consumers and the trade.1
More than 200 wineries participated collectively in Come Over October and Share & Pair Sundays. Leading importers, distributors and wine retailers also took part, including the major chains Kroger, Total Wine & More and Albertson’s.1
Funding and continued access to materials
Industry contributions financed both campaigns, with some donations as low as $500. Colangelo said the organizers had not planned an end date, but the funding was ultimately exhausted despite the impact they achieved with a small budget.1
Colangelo said the 3 founders, after committing substantial personal resources to Come Over October, remained willing to lend their expertise and experience to other wine-advocacy efforts. Materials from Come Over October and Share & Pair Sundays will remain available to the wine community upon request when MacNeil, Charles and Colangelo approve their use.1
Media and research support
The release credits publishers with providing complimentary print and digital advertising. It lists The Wine Enthusiast, Somm Journal, Tasting Panel, The Wine Spectator, VinePair, Wine Industry Network, Wine Folly, Wine Industry Advisor, Shanken News Daily and Wine Business Monthly.1
Localwineevents.com contributed tailored outreach and social-media initiatives. It also served as a survey partner for a broad consumer study examining wine’s role in culture.1
Washington outreach and the closing message
In a joint initiative with WineAmerica, Come Over October held a press conference and wine tasting in Washington, D.C., for members of Congress, congressional staff and the media.1
All 3 founders expressed regret that the campaign was ending. MacNeil said it had generated momentum for the wine industry during a difficult period and hoped its invitation to gather would continue to resonate beyond October and the following holiday season.1
Sources
Written by the Dionysus editors from the sources above.
