Big Wines Creates “Come Over October” to Sabotage Sober October
The wine industry has launched the “Come Over October” campaign was to promote and encourage wine consumption during the month of October.
October has become known for the challenge “Sober October” – a month to stay alcohol-free.
But the Big Wine initiative for “Come Over October” aims to counteract increasing public health awareness about alcohol by glorifying wine consumption by making it look like people connect through consuming wine instead of over authentic human connection and shared experiences.
Big Wine leaders Karen MacNeil, Gino Colangelo, and Kimberly Noelle Charles the iniaitive in October 2024. The campaign received support from Big Wine giants, such as Total Wine, Jackson Family Wines, and J. Lohr, along with promotional backing from media outlets such as Wine Enthusiast and VinePair.
Big Alcohol Panic: Alcohol Industry Fears Profit Losses Due to Raising Alcohol Harm Awareness
In July 2024, journalist Ted Alcorn published an article in Think Global Health entitled “Alcohol Industry Panics as Healthier Habits Cut Sales”. The article reveals why and to which degree the alcohol industry, especially Big Wine, is panicking over declining sales and fears over profit losses as people become ever more aware of the true extent of alcohol harm.
Consumer attitudes suggest a cultural shift toward reducing, quitting, or not starting alcohol consumption.
Mr Alcorn reported that in 2023, people in the United States consumed less beer than they had in a generation. Wine sales shrank for the third consecutive year. And liquor sales were flat.
These consumer trends has the alcohol industry scared.
What has the alcohol industry panicking is that evidence and communication about the risks and harm due to alcohol are getting ever clearer and more compelling. As per Mr Alcorn’s reporting, a long-time wine industry writer called the World Health Organization (WHO) report that already low levels of alcohol increase the risk of cancer and that “no safe amount of alcohol consumption for cancers and health can be established.” as the “worst thing I have seen in 25 years.”
Obviously, growing awareness that the ethanol in beer, wine, and liquor poses risks already at low and small amounts of alcohol consumption is a threat for Big Alcohol, while it is welcome for people, patients, families, and communities who want to live in healthy environments.
A Shift in the Public Perception of Alcohol in the United States
A greater share of people in the US now believe alcohol is harmful to health rather than beneficial.
Mr Alcorn reported that the general population is rapidly changing its view of alcohol. Between 2016 and 2023, Gallup found that the share of people in the United States who view moderate alcohol consumption as “good for health” fell from 19% to 10%, whereas the share who view it as “bad for health” rose from 26% to 39%.
In his article Mr Alcorn wrote:
Few alcohol makers seem eager to reckon with data showing more than half of their sales by volume are consumed by just 10% of their customers – or to support meaningful changes in public policy to help reduce the undeniably harmful consumption of these heaviest [alcohol consumers].
To the contrary, some seem eager to undercut such measures. After Oregon established minimum unit pricing for liquor, which studies elsewhere have shown to reduce alcohol [use disorder], Sazerac offered its customers hefty rebates as a means of evading the mandated price floor.”
Ted Alcorn, journalist and contributing editor to Think Global Health
Sober October Success and Reach in 2024
In 2024, Sober October had substantial participation and visibility as people around the world took on the challenge to go alcohol-free for a month. Originating as a UK-focused health campaign, Sober October has since grown into a global phenomenon, with participants across North America, Europe, Australia, and more. The campaign is gaining traction due to the well-publicized health benefits linked with a month of staying alcohol-free, such as improved sleep, weight loss, and mental clarity, which were documented and supported by data from platforms like WHOOP.
Sober October 2024 had an impressive international reach, primarily driven by Macmillan Cancer Support in the UK. It extended its impact across several English-speaking countries, with a strong focus in the UK, Australia, and Canada, among others.
The campaign saw a diverse range of participants worldwide taking part in the challenge, motivated by both health benefits and the campaign’s fundraising impact, which supports cancer patients in the UK. While participation figures are not yet officially disclosed for 2024, the campaign has consistently drawn significant engagement in previous years.
Social media platforms are filled with people expressing their happiness about the positive effects they are experiencing due to their participation in the month-long challenge to go alcohol-free:
- Improvements in mental and physical well-being,
- Better mood,
- Heightened focus,
- Overall improved daily functioning,
- Better sleep,
- Weight loss, and
- Saved money, are just some of the benefits people experience and share on social media.
The campaign continues to benefit from support by high-profile endorsements and scientific backing, helping it attract new participants each year and promoting a positive lifestyle shift.
“Come Over October” Reach
The wine industry pumped massive amounts of money into the effort to sabotage SOber October.
The campaign reached a broad audience through partnerships and donations that contributed over $100,000 in funding, including $50,000 in advertising from the wine media. It also received backing from international wine groups like Wines of Australia and Wines of South Africa, emphasizing the campaign’s global reach.
The “Come Over October” campaign reached a global audience, specifically gaining traction in several major wine-producing countries and regions worldwide. Some of the key countries and regions that supported or resonated with the campaign include:
- United States – Supported by various American wine companies and organizations, including Total Wine, Jackson Family Wines, J. Lohr, and WineAmerica, which hosted a Congressional event in Washington, D.C.
- Australia – Supported by Wines of Australia, a key wine industry group.
- South Africa – Received backing from Wines of South Africa.
- Chile – Supported by Wines of Chile, a prominent trade association for the Chilean wine industry.
- New Zealand – Engaged through New Zealand Wine, reflecting interest from the region’s wine sector.
- France – The Champagne Bureau contributed to the campaign, showing interest from one of the world’s most iconic wine regions.
This reveals that the global wine industry has deployed this campaign to merely push wine consumption during a month that is for cancer prevention and awareness about the health and social benefits of going alcohol-free. Sober October is for and about people. Come Over October is about wine and wine industry profits.