There’s been a big debate running for most of the year about whether the California wine industry is actually facing a downturn of doom. On one hand, the total valuation of the 2023 wine-grape harvest in Sonoma, Napa, Mendocino and Lake counties smashed all previous records, and the local tasting-room count keeps ticking upward each year. On the other hand, new market reports keep showing that Americans are drinking less wine (especially young people; “Wine is not brat,” in the words of the U.K. Guardian), and for every new tasting room it seems we hear of another winery fire sale around here.
My favorite industry blogger, who I mentioned earlier — the inimitable W. Blake Gray — wrote last weekend: “We interrupt the ongoing reports that the sky is falling on the wine and spirits industry to bring you something new: The sky has already fallen. SipSource released a report today that showed wine sales from wholesalers to retail stores, restaurants and bars dropped 8 percent in the 12 months that ended August 2024.” And our local Business Journal reports: “The North Coast wine grape market is experiencing significant challenges as this year’s harvest season progresses. Growers and wineries are grappling with oversupply, reduced demand and pricing pressures. Industry experts and growers paint a picture of a market in flux.”
So anyway, to get ahead of the curve and fight back against the growing nonalcoholic movement, the wine industry’s PR mafia launched a flashy campaign this year called “Come Over October.” It’s clap-back to Sober October, which is gaining steam as a pre-holiday respite from drinking, not unlike the post-holiday Dry January.
The movement has some local perks, according to the SF Chronicle:
During October, Jackson Family Wines, which owns more than 25 California wineries and brands, is offering free tastings at seven of its estates: Napa Valley’s Freemark Abbey and Sonoma County’s Matanzas Creek, Siduri, Stonestreet, Copain, La Crema and Kendall-Jackson. The company is also hosting complimentary events, including two on Oct. 19 at Kendall-Jackson and Freemark Abbey.
Jackson Family’s free tastings are part of a grassroots wine industry movement promoting the social benefits of drinking wine. Named Come Over October, it was created as a direct counter to Sober October, the lesser-known sequel to Dry January that encourages people to abstain from alcohol for a month. Come Over October doesn’t quite roll off the tongue as easily as Sober October, but the intention behind it is of urgent concern for the wine industry, because wine consumption is down and a sober movement has undeniably taken off.
Never thought I’d see the day when coercion was needed to get everyone to sit around and get wine-drunk together! The official Come Over October website is a collection of inspirational wine messaging, a la:
- “Historically and socially, wine — a communal beverage — has played a role in facilitating conversation, nurturing new friendships, and deepening old ones.”
- “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.”
Of course, Big Wine is all over this thing. “We’re thrilled to have Total Wine as a Benefactor for Come Over October!” campaign organizers wrote on Instagram in late August. “With a vast selection of wines from around the world and a commitment to helpful customers discover the perfect bottle, Total Wine has become a trusted name in the wine community. Their support means the world to us as we look ahead towards the start of October! Look for our posters and materials in 270 stores. Cheers to that!”
