Vinarmour’s Collaboration with Come Over October: Celebrating Wine, Connection, and Community
This October, Vinarmour is thrilled to announce our collaboration with the Come Over October, a heartwarming initiative that encourages wine enthusiasts to reconnect with friends, family, and colleagues over a shared glass of wine. As a company dedicated to enhancing the entire wine experience, we’re excited to join this grassroots movement that aligns perfectly with our values of celebrating the heritage of wine and fostering community.
The Essence of Come Over October
Come Over October (COO) is a national campaign that invites people to “come over” during the month of October to share wine and celebrate friendship. Founded by wine journalist Karen MacNeil and public relations veterans Gino Colangelo and Kimberly Noelle Charles, this movement aims to remind us of wine’s significance in life’s rituals and its power to bring people together. In January 2024 Karen was out walking her dogs, troubled by the increasing negativity surrounding wine and alcohol in general (fueled by the World Health Organization’s statement that no amount of alcohol is safe), and thinking about the “Dry January” phenomenon she was seeing all over social media that month. As a writer who is passionate about wine’s historical and cultural significance, MacNeil thought to counter this negativity with a campaign that promoted the positive aspects of wine, and “Come Over October” was birthed. Not knowing if this was just a quirky thought or something that could become meaningfut, she ran the idea by her two friends, Coangelo and Charles, who thought the idea had traction. MacNeil had no idea that in just 9 months time her idea would become viral in wine communities all over the world.
The campaign’s core message resonates in particular with wine lovers in this country, who, like many in America, are thirsty for deeper sense of community and more meaningful relationships. In our increasingly digital age, Come Over October advocates for a return to in-person connections by creating an opportunity for us to step away from our screens, engage in meaningful conversations, and create lasting memories over a bottle of wine.
Wine has long been a centerpiece of social gatherings and celebrations and this movement seeks to honor that tradition and highlight wine’s role in fostering community and comraderie. The Italians have a word for this, “il convivio”. Though the direct translation is simply “the banquet”, its use has a much greater meaning to Italians–its the vibe, or experience that is created during a gathering or event, characterized by warmth, friendliness, and good cheer among participants in an atmosphere of food and wine. COO encourages such simple, heartfelt gatherings. Whether it’s an intimate dinner at home or a picnic in the park, the focus is on the company rather than elaborate planning. Anyone who has ever visited Italy can attest to, usually with admiration, the Italian way of getting together with family and friends–usually for hours–and enjoy each other’s company over wine and food. Indeed, the slow food movement originated in Piemonte.
Why Come Over October Matters
In recent years, the wine industry has faced various challenges, from changing consumer preferences to societal shifts and climate change. There has been a slow but steady trend in the USA away from wine consumption toward other beverages. Millennials and Gen Zers in particular drink less wine than earlier generations. Global wine consumption has been in decline since its peak in 2007. The “COO” campaign serves as a positive counterpoint to some of the negative narratives surrounding wine consumption. It emphasizes responsible enjoyment and the cultural value of wine in promoting socialization and connection. By encouraging people to share wine with friends, the movement also indirectly supports local wineries and vineyards. For instance, in New York, it has resonated strongly with the state’s 500 active wineries, many of which are small, family-owned operations.
The ubiquity of smartphones has led to a reduction in spontaneous, in-person social encounters. People are often engrossed in their devices, even when physically present with others, leading to what researchers call “phubbing” – snubbing someone in favor of a mobile phone. There are concerns that overreliance on digital communication is affecting people’s ability to engage in meaningful face-to-face conversations. Sociologists warn that this shift away from in-person dialogue may be hurting our capacity for empathy and intimacy. Public spaces have become less interactive, with many people retreating into their personal digital bubbles rather than engaging with those around them. While cellphones have brought numerous benefits, the decline in in-person connections presents challenges that society is still grappling with.
Vinarmour founder and CEO Brian Hart is an avid traveler to wine-producing countries, attracted in large part to the “il convivio” that is present in the old world, and when he recently found out about COO, he knew he had to get involved. As a company dedicated to enhancing the wine experience, Vinarmour is proud to support the movement. The fit is a natural. Firstly, there is the obvious, that many of those “coming over in October” will be transporting their wine in a tote or a wine bag, and our collaboration aims to amplify the movement’s message while providing wine enthusiasts with unique and heritage-driven wine carriers and totes for transporting their favorite bottles to COO-inspired gatherings. Beyond that, both COO and Vinarmour share the common appreciation of wine heritage. Vinarmour products are made with leather and waxed cotton, both of which exude a sense of timelessness and craftsmanship, much like the art of making wine itself. They are also are rustic yet refined, like many of of the great established wineries around the world. Not only are our products considered amongst the finest in the industry, their quality and features are conversation-starters in and of themselves at wine-tastings. Those unfamiliar with our bags are inspired and curious about them and always want to know more about them!
How to Participate in Come Over October
Joining the Come Over October movement is simple and flexible. Here are some ways you can participate:
1. Host a Wine Tasting: Invite friends over for a casual wine tasting. Choose a theme, such as wines from a specific region or varietal, and ask each guest to bring a bottle that fits the theme.
2. Organize a Potluck: Plan a dinner where each guest brings a dish and a wine to pair with it. This encourages culinary creativity and wine exploration.
3. Outdoor Gatherings: Take advantage of the autumn weather with a picnic or backyard gathering. Vinarmour’s carriers make it easy to transport wine safely to outdoor locations and keep cold wines chilled for hours.
4. Virtual Connections: For friends and family who are far away, consider organizing a virtual wine tasting. Everyone can enjoy the same wine while connecting online.
5. Support Local Wineries: Visit a local winery or vineyard with a group of friends. Many wineries are embracing the Come Over October spirit with special events and tastings.
6. Wine and Art: Combine wine tasting with a creative activity like painting or crafting. It’s a great way to relax and bond over shared experiences.
7. Educational Events: Organize or attend wine education events. Learning about wine together can be a fun and engaging way to connect.
As we collaborate with Come Over October, Vinrmour invites you to embrace the spirit of this movement. It’s about more than just drinking wine; it’s about creating connections, sharing stories, and celebrating the simple joy of being together.Whether you’re a seasoned wine enthusiast or new to the world of wine, Come Over October offers a perfect opportunity to explore, learn, and most importantly, connect. It reminds us that in our busy lives, taking the time to come together over a glass of wine can be a powerful act of community and friendship.
We also are thrilled to offer financial support to COO by giving them a percentage of Vinarmour sales generated via the COO website. Join us in celebrating Come Over October, and let’s make this month a testament to the enduring power of wine to bring people together.