With generational shifts, health trends, and market saturation testing the resilience of the U.S. wine industry, leaders are doubling down on unity, optimism, and consumer connection through the Come Over October campaign and Share & Pair Sundays. Launched in 2024 by Karen MacNeil, Kimberly Charles, and Gino Colangelo, the Come Together campaigns have become a rallying point for industry professionals determined not to cede cultural ground—and determined to invite more organizations to get involved in 2025.
At a recent event hosted by Jackson Family Wines, top voices from across the trade reinforced the urgency of the effort, emphasizing that Come Over October isn’t just a seasonal promotion—it’s a strategic counterbalance to the wine industry’s most pressing headwinds.
Karen McNeil speaking at Come Over October 2025 planning event at La Crema
Rallying Behind a Clear Purpose
“We know the challenges,” said campaign co-founder Karen MacNeil, referencing declining consumption, distribution hurdles, competition from cannabis and RTDs, and a flood of confusing health messaging. “But when I thought up the idea of Come Over October, I wasn’t paralyzed by the bad news. In fact, I was determined by the bad news.”
Rather than retreat in the face of adversity, MacNeil, Charles, and Colangelo launched Come Together, the non-profit behind Come Over October and Share & Pair Sundays, with no budget and a shared belief in wine’s cultural importance. Their efforts have since garnered support from hundreds of wineries, retailers, importers, and media partners—reaching millions of consumers through creative, localized activations.
Impact That Matters
The numbers speak for themselves. As Kimberly Charles shared, the campaign has generated over 2 billion UVM media impressions, 5 million social media impressions, 4 million Impressions with the advertising campaign and programs in 43 U.S. markets. In retail, more than 1,000 stores participated in the first Come Over October, with hundreds continuing support through Share & Pair Sundays.
David Parker, president of the National Association of Wine Retailers and CEO of Benchmark Wine Group, made the business case: “We saw over $11,000 in direct sales tied to the Share & Pair Sundays campaign participation. But more than that, it’s about restoring wine’s rightful place in everyday life. We’re the final link to the consumer, and this effort helps us tell the right story.”
Parker also addressed the broader communications landscape, noting plans for a media initiative to counter biased narratives about alcohol. “Excess consumption isn’t good for anyone, but neither is misinformation. We need to work together to ensure a balanced view.”
Activation in Action
Organizations large and small are finding ways to make the campaign their own. Jackson Family Wines, a foundational sponsor, activated all its Northern California properties with a variety of Come Over October themed events. Barbara Banke emphasized the importance of appealing to younger, more diverse audiences. “We need more people—especially young people—enjoying wine. That’s why we sponsor the NBA and WNBA. Their audiences are young and diverse, and players genuinely love wine.”
J. Lohr Vineyards & Wines used the campaign’s turnkey toolkit to create pairing events. “It’s a phenomenal toolkit and its implementation that the leaders of Come Over October and Share & Pair Sundays created for our ease to spark the conversation. We saw some really phenomenal upticks, whether it was a paint and sip in Paso Robles on Mother’s Day that had Share & Pair Sundays as its offering. We saw that we were on to something.”
Retailers like Total Wine & More have leaned into the movement with in-store video loops, signage, and promotions. Destination marketing groups have also gotten involved—placing wine guides in hotel rooms and tying tourism to winery visits.
Call to Action
Despite the early success, organizers stress that Come Over October is still building—and needs broader participation. Support doesn’t have to be financial—though that helps—but can include creative programming, casual conversations, or simply sharing the message.
As the campaign looks to expand its global footprint in 2025, with interest from producers in Chile, New Zealand, and Champagne, the focus remains clear: reverse the narrative, reengage consumers, and rally the trade.
MacNeil appealed for more industry participation in the cause. “Please join us and help us make Come Over October 2025, the best, the biggest, and the most exciting consumer campaign in the United States.”