There’s been press about how some public health authorities and others have issued anti-alcohol warnings and recommended that people cut back on their alcohol consumption or stop drinking altogether.
Wine is an alcoholic beverage. But arguably wine holds a special role in history and culture and has a unique ability to draw people together.
A new campaign, called “Come Over October” strives to remind people of wine’s positive role and that sharing wine counteracts the epidemic level of loneliness, isolation, and division we’re currently experiencing. The campaign is the first of a new program called Come Together: A Community for Wine, created in May 2024 by three wine industry professionals, wine writer Karen MacNeil, author of the Wine Bible, Gino Colangelo, president of Colangelo & Partners, and Kimberly Noelle Charles, DipWSET, founder and president of Charles Communications Associates.
Come Over October’s mission is to “encourage people to invite family and friends, new and old, to come together during the month of October to share some wine and friendship. We believe that through the simple act of sharing wine, we share other things that matter—generosity, caring, and a belief that being together is an essential part of human happiness.”
According to the press conference launching the campaign, it’s also a counter to Dry January, which frames wine solely as alcohol, not the world’s most renowned communal beverage with cultural and religious significance. Wine is not typically the drink that comes to mind that’s used to just get drunk.
Or as the press conference puts it: “If someone wants alcohol, there are faster and cheaper ways than having a glass of wine with dinner.”
Wine With Our Family recently had the opportunity to chat with Kimberly Noelle Charles to learn how the Come Over October Campaign aims to use wine to bring people together and how we can benefit from it.
Wine With Our Family: What prompted you to create the Come Over October campaign?
Kimberly Noelle Charles: The wine industry has had a slew of challenges in the last decade, including wildfires, a shift demographically and resulting reduction in wine consumption, and the World Health Organization saying that all alcohol is bad, which is so counter to the Mediterranean Diet and known health benefits.
There’s also an increase in social isolation in the past few years. We used to spend more time around the table. The Come Over initiative is meant to have people “come over” and get people together again. It reminds us why we have been drinking wine for centuries: tradition, ceremony, and gathering.
WWOF: How will the campaign work?
KNC: We are providing tools and ideas to wineries, retailers, distributors, and restaurants to bring people together in the month of October. For instance, a winery may include in a wine shipment a flyer with a tasting guide suggesting that the recipient invite people over to sample the wines. Larger groups are planning wine trails in October with special pours, events, and passport programs. We’re asking restaurant groups to hold events in October to bring people in to explore and learn about wine.
We’re also going to Congress in September to celebrate wine in America. We’ll have wine from every state there.
We want to increase awareness. We’re providing the concept and tools and asking people to jump onto our train.
WWOF: What kind of response are you getting from the wine industry?
KNC: It’s been great. Several publications, such as Wine Enthusiast, will be advertising the campaign, and associations and others have been very supportive. Localwineevents.com has created a dedicated page for it. We’re partnering with ride-share company Lyft, wine stores are planning in-house promotions, and a national retailer may put signage in its aisles about the campaign. And this is just the early stages.
We dropped a big rock in the pond, and it has created ripples.
WWOF: What can consumers expect from this campaign?
KNC: There are many ways consumers can come through the door. In addition to events and promotions consumers can participate in, we’re providing people with creative inspiration, such as entertaining ideas. Our website includes themes for fall gatherings, tips on buying and storing wine, and other resources.
For instance, wine is not just for fine dining. It’s delicious with an array of food. There are a lot of sporting events and watch parties in October. Think of Zinfandel with chili or wine with a burger.
WWOF: Is the campaign geared only to wine drinkers?
KNC: Our message is focused on wine, not other alcoholic beverages. But we’re also tipping the hat to non-imbibers. They should be at the table, too.
WWOF: What advice do you have for consumers?
KNC: Check out our website and follow us on social media for inspiration. And if you have creative ideas, share. How do you “October”?
And remember that wine is edutainment. You can decide which route to take to enjoy it.
We hope you enjoyed this interview with Kimberly Noelle Charles to learn how Come Over October aims to use wine to bring us together. October will be a very fun month!
Do you have any additional suggestions regarding how to use wine to bring people together? Please let us know. You can reach us at info@winewithourfamily.com
Photo credits to Come Over October
This interview was edited for length and clarity.
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