Come Over October (COO) sprung from a light bulb moment in January 2024, when noted author & wine writer Karen MacNeil was walking her dog and pondering the plethora of anti-wine messaging filling news and commentary spaces. Her thought, to bring wine lovers together to honor the drink’s historical significance and cultural importance, quickly blossomed into an international celebration of wine as the magical elixir that brings us together.
WineAmerica was one of the earliest and strongest supporters of the initiative, including hosting a Congressional Wine Reception kicking off the promotion. We thank and applaud the creative collaborators who conceived, orchestrated and executed COO — top wine communicators Karen MacNeil, Kimberly Noelle Charles and Gino Colangelo — and wanted to get their thoughts on the experience…and on what’s next.Â
(The ideas and opinions expressed here are theirs and not necessarily those of WineAmerica or any member of WineAmerica.)
— Jim Trezise, President, WineAmerica
Congratulations! COO turned out to be an incredibly successful collaboration of the wine community internationally. What were your biggest surprises as it evolved?
KNC: We expected industry engagement, but the level of enthusiasm, financial support and creativity went beyond our wildest dreams. The simplicity and objectivity of the program resonated deeply with all levels of trade and attracted consumers.
KM: I believe Come Over October touched the hearts of everyone who loves wine. The industry had been pummeled with a succession of bad news articles for a year. Within that context, Come Over October swept in, reminding us all about wine’s positive role and social value. The response to the campaign was immediate. I’ve never witnessed a campaign that moved so fast and so extensively.
GC: I was surprised by the enthusiasm from wine companies and organizations, large and small. Virtually everybody we approached agreed to support us and participate in the campaign. We also received many in-bound queries from companies asking how they could be involved.
You are three very busy people without any pro bono work, so how did you manage to volunteer your time and do your day jobs?
KNC: I’ve been a part of nonprofit boards for the last 25 years, and I had just cycled off a position I’d held for 6 years, not knowing COO was in the works. When Karen MacNeil called me to gauge my interest in helping, I did not hesitate, and I had the time.
KM: When you want something done, give it to busy people… Seriously, though, I think we all viewed COO as a gift back to the industry we love. We had to do it!
GC: It wasn’t always easy to juggle the demands on my time but, when you’re doing something you love and supporting an industry you’re passionate about, the work doesn’t feel like a burden.
In retrospect, are there any things you would do differently or new elements you would add to future promotions?
KNC: I think for the time we had, which was five months ostensibly, we really surprised ourselves with how quickly and synergistically it all came together. I think the three co-founders each brought a different talent and skill set to the partnership, and we are all seasoned professionals, and “can do” people who can move quickly. We’d love to get more people on board advocating who have wide audiences and reach. We’ve been discussing having the campaign be more multi-cultural in reach and language.
KM: We have only just begun. Next year, we plan to reach out to the broad-based hospitality industry (hotels, restaurants, etc.) as well as the wine industry. After all, wine and food have been partners for 8,000 years.
GC: The key to success is reaching consumers — wine drinkers or otherwise — with our positive messaging about wine. We would love to get wine-loving celebrities with large consumer followings to help us amplify our messages. And we would love to see even more retail involvement since retailers are on the front lines with consumers.
Are there any metrics indicating how many entities participated, and what impact it may have had?
KNC: We’ve had partners share success stories with us vis a vis sales and visibility. We have measured our impact from the standpoint of media and social media impressions. We are a small organization and measurement beyond that will need to evolve as we grow.
GC: There are several metrics:
- 100+ supporters (Patrons & Friends) involved
- 1,000+ stores promoting Come Over October (all of the Total Wine & More stores, hundreds of Kroger stores, regional retailers including Gary’s Wine & Marketplace, Buy-Rite, Bottle King and others)
- More than 1 billion press impressions and 4 million+ social media impressions.
- Finally, we know from account-level data that the campaign moved the needle in terms of sales.
What’s next? And how can people help?
KNC: A spring campaign will be announced soon, and folks can help by either volunteering services/talent if in the trade; donating to our cause here; organizing events to help amplify the message and sending us creative concepts to consider at info@comeoveroctober.com
KM: I’m excited about our creative ideas for a spring/summer campaign that would complement the fall Come Over October campaign. Kimberly, Gino and I are refining those creative concepts now, and we should be able to announce our plan before the end of this year. Stay tuned!
GC: We’re now in the process of finalizing a new campaign for spring. We would love more companies, organizations and individuals to share the results of the first campaign to keep the buzz going, implement the new campaign creatively and broadly once we launch and support us financially when possible.
To learn more about Come Over October, go to www.comeoveroctober.com
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WineAmerica is the only national wine industry association in the United States. It’s a 500-member strong organization that encourages the growth and development of American wineries and winegrowing through the advancement and advocacy of sound public policy. For more information, go to wineamerica.org.
