Celebrating "Come Over October" with Wine

Readers of this column may nary need a rationale for enjoying and celebrating wine, but more generally, the facts themselves around wine consumption speak for themselves: we are in a slump.

Last year, wine consumption slipped 2.6 percent and to the lowest level since 1996. The causes for this trend are many, but a few wine industry veterans are launching a new effort to bolster our collective vinified spirits.

Dubbed Come Over October, the national advocacy campaign was created by wine journalist Karen MacNeil, communications and branding veteran Kimberly Noelle Charles, and Gino Colangelo, President and Founder of the powerhouse agency Colangelo & Partners. The trio created the mission-driven company, Come Together – A Community for Wine Inc, under whose umbrella the campaign is supported. As described, the campaign “encourages friends, family, and colleagues to ‘come over’ during the month of October” and focus “on sharing wine, celebrate friendship and in-person connection.”

“There is so much anxiety in the wine world right now about consumer trends in consumption and climate change, just to name two,” Colangelo shared with Polo Lifestyles. “We need a more positive narrative about what we love about wine and this campaign is about bringing people together to give new energy to that narrative,” he continued.

In many ways, Come Over October is about reframing wine in the rich social and cultural contexts in which it has persisted for millennia. Part of the campaign’s website (www.comeoveroctober.com), which was adapted from MacNeil’s seminal work The Wine Bible, focuses on this rich tradition and is wonderfully replete with examples of wine figuring prominently throughout history.

The campaign is self-organizing in that the website contains “Tools & Tips” for those seeking to be part of creating celebrations and gatherings in October. The fact that industry pros are behind this effort becomes clear when you see the extensive amount of thoughtful, well-executed promotional materials that are made available on the site. From “Entertaining Tools & Tips” to dozens of collateral pieces like shelf tags (for stores), posters, and videos, to “key messages” about wine and its place in human history and interaction, it’s an empowering launch for what is intended to be an annual event.

Colangelo shared the key messages of the campaign when we spoke and true to form, he was wholly on message – these same “Key Messages” appear on the website. I can imagine that they will serve as wonderful prompts for discussions throughout the month. Among the list of seven, two speak powerfully to me and how I see the role of wine in our lives:

• Wine is social:

Religious gatherings, family celebrations and romance the world over are all celebrated with wine. Wine is part of our social fabric; wine brings people together.

• Wine is discovery:

Virtually or literally, you can travel the world in a glass of wine, learning about different cultures, topographies, cuisines and cultures. From Patagonia to Porto, from Sicily to Santorini, the world of wine is diverse, enriching and beautiful.

Yes, Come Over October is about wine. But at its core, it’s really about a celebration of living and human connection.

This Come Over October, plan a gathering with friends, acquaintances, neighbors, or even strangers. Ask them to come over and share a bottle or two of wine together. TV off. Phones silenced and away. And of course, check out the website for ideas to further elevate your time together.

As Always, Salud!