Why Wine Drinkers Should Care About Come Over October

You would be forgiven, however much you love wine, for not following the turbulent bits of insider baseball that have provoked outrage in the wine industry over the past year. Times are a bit tough in the wine industry right now. People are drinking less, sales are down, anti-alcohol lobbyists are making inroads into government policies around the world, and the scientific community is revising its thinking about the health risks of alcohol.

As a result, those of us deeply involved with wine are feeling a bit protective at the moment. That’s why some friends of mine have come up with a simple idea to, if not combat, then at least cut through all this turmoil and bullshit, and help us remember the whole point of wine in the first place.

The idea is called Come Over October, and it’s quite simple. Sometime this month, invite people over (to your home, to a restaurant, a BBQ in the park—it doesn’t matter) and drink some wine with them. That’s it.

Since time immemorial, wine has been about human connection. We toast to the shared labor of the harvest; the milestones of life; the consummation of business deals; the celebration of our spirituality; and most importantly the bonds of friendship and family.

Come Over October isn’t so much about boosting wine sales (after all, you probably already have some wine you need to drink) as much as it is a gentle reminder to ourselves about what wine is really for. It makes us happy. It connects us. It is part of our shared human culture and history.

So you’ve got 20 days left to join the party. Invite some friends. Drink some wine. Remember why wine matters. #comeoveroctober.

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