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"Wine is a catalyst for human relationships and social connection"
American wine writer Karen MacNeil was walking her dog in spring 2024 when she had a brainwave. Tired of the endless headlines about the challenges facing the wine world, she decided the time was ripe to share some positive stories about wine – from its origins and cultural role throughout history to its social importance. The reaction to 'Come Over October' surprised even the best-selling author of ‘The Wine Bible’ herself. Wine+Partners talked to Karen MacNeil about why wine matters so much and what will be in her glass next month…
Wine+Partners: Tell us about the campaign – how did it start?
Karen MacNeil: Come Over October is an annual international campaign which encourages people to invite friends, colleagues, neighbours and family members to “come over” to share wine and friendship during the month of October. The campaign honours wine's 8,000-year history as a communal beverage that brings people together.
I initially had the idea for the campaign in the spring of 2024. I shared the idea with two friends who are communications professionals – Kimberly Noelle Charles and Gino Colangelo. They were both extremely enthusiastic. So, with no money, but a lot of passion, we formed the mission driven company COME TOGETHER – A COMMUNITY FOR WINE.
The first campaign was Come Over October, with the mission to tell wine's positive story by highlighting that it is a natural, agricultural product consumed in the company of others (most often with food), that moderate consumption plays a positive role in society and culture, that wine helps sustain rural communities economically, socially, and culturally and that it serves as a catalyst for human relationships and social connection.
What was the reaction in the USA particularly from wineries and consumers?
Overwhelmingly positive. Come Over October touched the hearts of the industry and of consumers. We all know that wine is based on a value system of generosity, friendship, connection, authenticity and respect for nature. Our campaign helped remind us all of that fact.
The campaign has several facets now – Come Over October, Share and Pair Sundays, how has that evolved?
Hundreds of companies throughout the wine industry jumped in to support Come Over October 2024, along with trade associations globally. Our supporters kept asking us to create a springtime “sister campaign” to Come Over October in the autumn. In my opinion, all strong consumer-oriented campaigns have a time, an action and a reason. So, for spring, we created Share & Pair Sundays. We went to work sharing that campaign broadly. Consumers immediately “got it” and knew what to do.
Is the grassroots nature of the campaign one of its strengths?
Completely. To date we’ve reached two billion people via the media and another six million via social media.
Did you expect the campaign to receive so much traction? Why do you think it struck a chord with people?
We didn’t! I believe Come Over October reminded us all of wine’s place in fostering human connection. Today, at a time of great social isolation, human connection matters more than ever. And wine is a catalyst for that. The simple act of sharing wine with someone else is a powerful reminder that we are social creatures and that being together is gratifying. It’s the core concept underlying well-being.
What plans do you have for the 2025 campaign and next year?
We are gearing up right now for a huge Come Over October 2025, and the campaign has now become an international movement. We will be conducting a big press event in Washington D.C. in conjunction with WineAmerica and the Congressional Wine Caucus, and another big event in New York. And of course, all over the USA there will be Come Over October get-togethers. More than 1400 retail stores will also be conducting special Come Over October promotions.
"Wine owns the stories of passion, authenticity, friendship, connection, and respect for nature."
Any new initiatives on the horizon?
Implicit in our mission is encouraging people who are new to the world of wine. To that end, we are increasingly working with celebrities, sports figures, musicians and thought leaders who have audiences we want to reach. Wine “owns” the stories of passion, authenticity, friendship, connection, and respect for nature. We have to tell more people about the positive role wine plays in everyday life.
What is the one thing that you would like wineries to know about this campaign?
That they can join in and easily activate the campaign in their wineries and on their social media, wherever they are in the world. Our logo, marketing materials and ideas for activations are all free at www.comeoveroctober.com. Of course, running this campaign comes with expenses, so we are also grateful for donations. Please reach out to us at info@cometogetherforwine.com or email me at karen@karenmacneil.com.
What wine would you choose to share with some friends if they were coming over now and why?
An Austrian Grüner? A Napa Cabernet? A Chianti Classico? A Mosel Riesling? A Barossa Shiraz? A South African Chenin? There are hundreds of possibilities! And why would I choose just one of them? Because every one of those wines tells the story of hard work, endurance, passion, and connection.
