In the upcoming weeks, you might come across the phrase “Come Over October” and related signs as part of a new international marketing campaign, particularly in places where wine is available. This initiative encourages us to connect — inviting us to “come over” and enjoy wine together, fostering companionship and conversation.

This campaign emerges at a time when wine sales are struggling and there is a growing anti-alcohol sentiment, highlighted by movements like “Sober October” and “Dry January,” alongside a shift in public health recommendations from encouraging moderation to endorsing complete abstinence from alcohol.

It also coincides with a contentious election season, amidst a backdrop of divisive politics, as many Americans are still hesitant about socializing due to the impacts of the pandemic. “Come Over October” aims to remind us of the role wine has played in nurturing social, cultural, and religious bonds for the past 8,000 years.

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“The most crucial aspect of Come Over October is the ‘come over,’” remarked Karen MacNeil, a wine writer from Napa Valley and author of “The Wine Bible,” who came up with the idea for the initiative.

“This evening, I shared a meal with five individuals who were complete strangers just a couple of hours ago,” she continued. “By the end of our dinner, we embraced and became friends. It may seem simple or sentimental, but I believe every wine enthusiast has experienced this. After enjoying a meal, some wine, and good conversation, you end up as friends.”

MacNeil developed the campaign earlier this year in collaboration with Kimberly Noelle Charles and Gino Colangelo, renowned figures in wine marketing. The response from the wine community has been overwhelmingly positive. Sponsors include Total Wine & More, Jackson Family Wines, various individual wineries, and winery associations from regions such as California, Oregon, Champagne, Sicily, and more, along with several wine publications.

“We find ourselves in challenging times, and it’s clear that good company, engaging conversation, laughter, and a sense of togetherness enhance our lives,” MacNeil commented in a news release regarding the initiative. “Our aim is to inspire individuals to disconnect from their devices and enjoy each other’s presence. Throughout history, wine has fostered conversation, cultivated new friendships, and strengthened existing ones.”

Come Over October brings a joyful contrast to Sober October, which, along with Dry January, is one of the two months when many individuals choose to refrain from drinking alcohol for several weeks.

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Prohibition measures are also gaining traction. In January 2023, the World Health Organization revised its stance to proclaim that “no level of alcohol consumption is safe for our health.” This marks a significant departure from the previous guidance encouraging moderation. The US government is contemplating incorporating this stricter perspective into its dietary guidelines, and this anti-alcohol sentiment has already begun to permeate discussions in media outlets.

MacNeil expressed hesitance in portraying Come Over October as an overt response to this growing anti-alcohol movement, although she did emphasize the difference between the traditional role of wine and the alarming notion that all alcohol is detrimental.

“This is not Come and Party October, or Binge January,” she explained. “It’s come over and share some wine. We don’t even phrase it as a bottle of wine; we emphasize sharing some wine to honor its historical and cultural significance in fostering connections among people.

“This isn’t about discussing alcohol abuse,” she clarified. “It’s merely acknowledging something profoundly significant: We are social beings who enjoy each other’s company, and wine plays a valuable role in uniting us.”

Encouraged by the enthusiastic response from the wine community, MacNeil mentioned that she, along with Charles and Colangelo, intend to establish Come Over October as an annual initiative and are exploring the idea of a related event for the spring season.

In the upcoming weeks, consider reaching out to a friend you haven’t connected with in a while, a neighbor you’d like to know better, or a colleague you had a disagreement with recently, and invite them over. Offer them a glass and allow the wine to create connections that have been cherished throughout culture and time for thousands of years.

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