A global initiative that celebrates wine as a catalyst for social connections.
The wine world is toasting to a new tradition. Come Over October (COO), a global campaign inviting wine lovers to share a glass with friends and family, has captivated the industry. Conceived by the renowned author of The Wine Bible, Karen MacNeil, along with Gino Colangelo and Kimberly Charles, COO aims to celebrate the social nature of wine and foster human connection.
The idea behind COO is simple yet powerful: to invite people to open their homes and share a bottle of wine with their loved ones. This initiative, which arises in response to the growing anti-alcohol movement, seeks to highlight the social and cultural benefits of moderate wine consumption. By promoting unity and camaraderie, COO reinforces wine’s role as an element that enriches our lives.
Protip: The timing of the campaign seems excellent, as it strengthens the most important time of year for the industry. This is the time of year when over 40% of sales concentrate in just three months. For brands already positioned in the market, it should provide additional marketing support.
It’s important for brands to join this campaign, as retailers will undoubtedly support the movement. My suggestion is to interact with retailers in an entertaining way to create content that motivates consumers to try brands that have something original to present to the market.
A community movement that crosses borders
Come Over October has quickly established itself as a unifying campaign that highlights the value of wine as a beverage that brings people together. What started as an idea centered in the United States has grown globally. Over 70 organizations, including wineries, associations, retailers, and tourism groups, have already joined in. Funds raised so far exceed $100,000 in cash and in-kind donations, reflecting the magnitude of support.
This initiative has captured the attention of international players, such as Wines of South Africa, Wines of Chile, Wines of Sicilia DOC, and the US Champagne Bureau, who have joined the movement. Total Wine & More has also joined the campaign, meaning its 270 stores (in 28 states) will share posters, video content, and in-store email marketing to promote the campaign.
Protip: Some of the retailers we follow that create excellent content on social media are:
- MRDWINE (FL)
- WINETEXTS (NJ)
- JACOBLIQUOR (KS)
- CRLIQUOR (FL)
- PRISSAGOURMET (MEXICO)
- CASAOURO (BRAZIL)
By promoting the idea of sharing a glass of wine with loved ones, COO highlights the history of wine as a communal beverage that fosters human connection.
Protip: At Toral Wines & Spirits, we believe that we all play a part in supporting the campaign by promoting responsible alcohol consumption. Not too long ago, we participated in events alongside Wines of Chile in the first part of the year (Coconut Groove Art Festival), and we are planning to participate on November 12 in a new Chile-Mexico Mixer event hosted by Wines of Chile and Prochile in Los Angeles, where we have just launched our VOS and 9 Fairway brands.
Creative ideas for your next tasting
Are you looking for inspiration to host your own tasting at home? COO offers a variety of resources to help you plan an unforgettable evening. From tasting guides to pairing suggestions, you’ll find everything you need to make your gathering a special moment. Additionally, many participating wineries offer special packages and unique experiences for wine lovers.
COO not only connects people through wine but also strengthens the bonds among industry members. By working together to promote this initiative, wineries, distributors, and retailers are creating a sense of community and collaborating to drive growth in the sector.
A special toast with Hospitality Series Chardonnay
For those seeking an exceptional wine to celebrate Come Over October, the Hospitality Series Chardonnay is an ideal choice. This wine presents a perfect balance between citrus notes and a hint of oak, making it the perfect companion for any gathering. Whether it’s a tasting at home or a casual toast, this Chardonnay offers a refined experience that is sure to delight your guests. Moreover, this wine pairs well with seafood, fish, white meats, and pasta at any social gathering.
In conclusion, Come Over October is more than just a simple campaign; it’s a movement that celebrates the joy of sharing a glass of wine with loved ones. By bringing together people from all over the world, COO is revitalizing wine culture and demonstrating that wine is much more than a beverage: it is an experience that connects and enriches us.