Wine Industry

Initiatives

This page was created to showcase wine industry initiatives and campaigns that encourage the enjoyment of wine in social and cultural settings, emphasizing its role in enhancing well-being. The page also provides resources for industry stakeholders to educate consumers on the benefits of responsible wine consumption, aligning with contemporary health trends.

Our 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.

Created by wine journalist Karen MacNeil—and public relations and communications veterans Gino Colangelo and Kimberly Noelle Charles DipWSET—Come Over October (a campaign under the trio’s mission-driven company, Come Together— A Community for Wine Inc.) encourages friends, family, and colleagues to “come over” during the month of October to share wine and celebrate friendship and in-person connection.

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Wine is facing a significant existential threat as a growing anti-alcohol movement increasingly seeks to demonise alcoholic beverages. The responsible and moderate consumption of wine – which is the way the overwhelming majority of wine consumers enjoy it – is being stigmatised by the removal of the distinction between alcohol abuse and the moderate wine consumption within a healthy and balanced lifestyle.

Due to the dissemination of incomplete or biased scientific information and data, this restrictive vision is progressively impacting regulations around the world, ranging from the imposition of a disproportionate and unfair legal framework, such as advertising bans, restrictive fiscal policies, and health warnings labels, putting the sustainability of the wine sector and its rural communities at risk.

In the face of this mounting challenge, a campaign in support of the culture and moderate consumption of wine has been launched to give a voice to citizens, consumers, and the vast wine community. Pivotal to the campaign is our Declaration, which gives a voice to all consumers who enjoy wine in moderation around the world, and the wine communities who works diligently, responsibly, and passionately to develop and preserve the culture of wine by allowing them to register their support.

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It’s a simple question for which everyone will have their own answer. For some, it’s a connection to nature. For others, it’s becoming part of the expression of that moment in time. And for others, an excuse to have friends over.

For centuries, people around the world have transformed grapes into wine. This transformative action can be as simple or as complicated as the person making the wine wants to make it, but the end product is the same: a moment, an area, an idea, captured in a bottle. Our connection to nature, to the world, to our neighbors have been founded and strengthened by the time we take with the things that matter: food, wine, stories.

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WMC’s award-winning social media campaign entitled ‘Wine is….’ is based on our research of the many different occasions in which consumers enjoy wine. We invite you to download them and share with others as part of your wine marketing efforts.

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Wine is magic.

It’s aroma, bouquet and taste—but so much more.

It’s a farm product…a land preserver…a reflection of place and time…an artistic statement…a tasteful elixir…liquid food…an inspiration for poets…a biblical focus… a cultural phenomenon…an international toast…an economic engine…and a noble beverage with humble roots which brings people together.

So let’s shine a light on the magic of wine: humble grape juice fermented into liquid art.

It’s easy to fret about the future of wine. Boomers are aging, younger generations are opting out, spirits are innovating, and there are increasing warnings about the dangers of alcohol.

Press Coverage

Bold Predictions: Wine Advocates Push Back on Anti-Alcohol Movement

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