Wine trends come and go, but the sense of conviviality that comes from sharing a bottle of wine with a stranger or loved one is timeless. However, amidst a market saturated in beverage brands and products, the essence of the experience often gets pushed aside in favor of a never-ending search for novelty and variety. At the same time, dynamic consumer demographics and anti-alcohol campaigns have contributed to a decline in wine sales in the past few years. To counter this trajectory, a trio of professionals in the wine industry, Gino Colangelo, Karen MacNeil, and Kimberly Noelle Charles, decided to do something about the waning interest in wine, and more importantly, in the impromptu connections that occur when getting together over a glass of wine.
Together, they collaborated to come up with an initiative to cultivate social connections and gatherings through the enjoyment of wine. After a few quick months of planning, they founded Come Over October in 2024, and their efforts are already paying off. To understand where this movement is directed and how consumers and professionals can get involved, I chatted with Gino Colangelo, owner of Colangelo & Partners, to learn more.
Joining the Movement
According to their mission statement, “The campaign encourages friends, families, and colleagues to ‘come over’ throughout the month of October to share wine, celebrate friendship, and reconnect in person.” The campaign website offers plenty of suggestions for bringing the tagline to life (book clubs, game day hangs, potlucks, and more), but Gino Colangelo notes that individuals and companies are encouraged to bring their own identity to the movement. “We’re catalysts of a movement to try to encourage the wine world to promote under this very inclusive umbrella, very consumer friendly message,” he comments. Everyone involved can interpret the message to fit their own habits and lifestyles.
The mission is to promote wine through the contexts where it shines best, but Colangelo is clear that the campaign does not seek to make health claims on either end of the spectrum. New studies come out contradicting previous ones on a regular basis, and the point is not to prove or disprove them. Instead, Come Over October is an easy reminder about the experiences one can have over a glass of wine with friends. It’s a way to connect over this singular expression of the earth, to become familiar with different regions of the world, and to continue a tradition that has existed for millennia. Furthermore, it’s a celebration of the craft of winemaking, the labor of farming, and the vast network of people involved in the production of a bottle. In an era when connections and communications increasingly occur online, taking the time to invite people over to socialize in person feels like a lost art in need of a revival.
People Are on Board
Already, the campaign has involved around 200 companies, raised over $150,000 to sustain the movement, and generated over 1 billion media impressions. People are taking note, and the interest can in part be attributed to the simplicity of the message. There’s no requirement to engage in the campaign in a specific way, instead, companies can look to the concept for inspiration and use their own market base to explore the idea further.
For example, Constellation Brands partnered with around 600 Kroger supermarket locations in October 2024, playing an ad throughout stores featuring a voiceover of Karen MacNeil offering wine suggestions. Meanwhile, several wineries included elements of the campaign in their tasting room experiences, numerous retailers promoted the mission in their signage and sales, and various regional trade groups got involved online too.
The movement has gained so much momentum in its first year, that the three founders have been collectively nominated for a Wine Star award for Person of the Year by Wine Enthusiast, in recognition of their success bringing to life this creative endeavor.
Make it Your Own
Considering the campaign was founded by wine professionals, the grape beverage is obviously at the heart of it. Nevertheless, Colangelo notes that gathering with friends and family over any type of beverage is ultimately the goal. In that vein, it doesn’t matter if you’re opening a bottle of Burgundy or serving a glass from the spout of a box of wine. An interest and familiarity in the product among consumers is an extra asset for the industry, but from the get-go, the purpose of wine has been to pair it with food and conversation, a union that deserves to flourish.
Looking Past October
To keep this movement alive beyond the month of October, the trio behind the campaign has also spearheaded Share & Pair Sundays to highlight the duo of food and wine, and its role in fostering a sense of togetherness. Consisting of a sequence of ten Sundays throughout the spring season, the campaign offers fun suggestions to inspire weekly pairings, such as Bubbles & Burgers and Go With the Flow (volcanic wines paired with spicy, smoky dishes).
With the success of Come Over October evident in the U.S. in 2024, the campaign has expanded to Canada in 2025, partnering with Wine Growers of Canada. Colangelo has hopes that the movement will continue to make its way to more people over time, including to markets like the U.K., Australia, and New Zealand. Whereas countries like Italy, France, and Spain already have a wine culture that’s integrated into dining traditions, wine is not yet as commonplace on the table in North America. “I would love to see a time when Americans look at wine like Italians,” Colangelo muses, describing, “They drink it in moderation. They drink it with their meal. They are familiar with it and interested in it.”
Ultimately, Come Over October isn’t about pushing consumers to drink more, or seeking ways to boost sales; it’s about returning to the foundations of wine and the way it’s meant to bring people together. Whether you’re partaking in organized events at a local winery or planning a soiree with your closest friends, take the time to savor what’s in your glass, and the occasion to share it with those around you.