The landscape of wine consumption in the United States is undergoing a significant transition, raising eyebrows and concerns within the industry. According to the Wine Institute, average wine consumption has declined to approximately 2.68 gallons per resident in 2023, numbers barely above the levels seen in 2010. This decline is part of a broader cultural shift toward health and wellness, evident in the rising popularity of abstinence movements like “Dry January” and “Sober October.” Yet, while these initiatives promote sobriety, they also spark conversations about the relationship between wine culture and community enjoyment.
The Neo-Prohibition sentiment, which encapsulates this broader trend towards alcohol moderation or abstinence, looms large in discussions about today’s wine drinker. Notably, wine’s rich 11,000-year history as a communal beverage—a social instrument for creating and deepening relationships—is seemingly lost in broader societal messages that frame drinking in binary terms: sober versus drunk.
Prominent figures such as wine expert Karen MacNeil, the author of “The Wine Bible,” have begun voicing their concerns about this trend. She recently highlighted the need for a nuanced understanding of wine drinking habits via her social media platforms, expressing her worry that modern narratives around alcohol consumption lack depth. “Most people who drink wine are neither completely sober nor thoroughly intoxicated; instead, they find a middle ground,” MacNeil asserts. This middle ground is pivotal for understanding the role of wine in social gatherings and friendships.
In response to the challenge posed by abstinence movements, MacNeil has partnered with prominent wine communicators, Gino Colangelo and Kimberly Charles, to launch an innovative initiative called “Come Over October.” This campaign seeks to reclaim wine’s role as a communal beverage, encouraging gatherings among wine enthusiasts while simultaneously promoting messages of moderation and inclusion.
The essence of “Come Over October” is simple yet powerful: it invites individuals to pause the narrative of isolation and self-righteousness typically associated with sobriety movements and instead, focus on community. “We want to create a month where everyone feels welcome, regardless of their drinking choices,” noted Kimberly Charles, emphasizing the inclusivity envisioned within the campaign.
The campaign has made significant strides, quickly garnering financial and logistical backing from various stakeholders, including wineries, retailers, and regional wine associations, amassing over $100,000 in support since its inception. The initiative has even sparked special events, such as intimate dinners with winery owners, creating both market buzz and memorable experiences for participants.
In Texas, for example, wine associations enthusiastically embraced the campaign. Denise Clarke, director of Texas Fine Wine, echoed the sentiment that conviviality over a bottle of local wine is at the heart of their mission. “As we celebrate our 10th anniversary, we are thrilled to support an initiative that embodies our mantra of fostering connections and rich experiences through wine.”
The campaign’s influence is not confined to U.S. borders; it has inspired global participation. Wine regions across the globe, including Wines of Chile, Wines of Australia, and the Champagne Bureau, have joined forces with this initiative, aligning their goals of promoting wine enjoyment with the communal spirit that “Come Over October” embodies. As Julio Alonso from Wines of Chile reflects, the campaign serves as a chance to retrain narratives about wine, shifting them from exclusivity to inclusivity.
Furthermore, various advocacy groups, including Women In WineSense and Hispanics in Wine & Spirits (HiWS), have seized the opportunity to engage audiences in meaningful conversations about wine appreciation. The co-founders of HiWS pointed out that by participating in this campaign, they are not only driving cultural authenticity but also spotlighting the often-overlooked contributions of vineyard workers, a predominantly Hispanic community.
The fundamental premise behind “Come Over October” strikes a chord with many, especially during a time marked by rising feelings of isolation. Karen MacNeil accentuates this point, referencing a Surgeon General’s report that suggests social isolation now affects epidemic levels in society. The campaign endeavors to combat this with its core message: unity and togetherness, ensuring that no individual feels excluded from the collective experience.
As “Come Over October” continues to grow, potential celebrations take on a myriad of shapes—from wine and sports events to music gatherings and harvest festivals. As the campaign unfolds, it invokes individuals to move beyond the confines of binary discussions surrounding alcohol and instead celebrate the rich cultural tapestry that wine has woven into human experiences.
As the wine industry navigates a transformative era influenced by shifting cultural values, initiatives like “Come Over October” are vital. They not only promote wine as a beloved communal beverage but also confront the challenges and narratives surrounding its consumption, reminding us all of the joy and connections fostered with each shared glass.