Strategic Sips

Wine has faced its share of challenges in recent years. However, certain groups are taking matters into their own hands, developing communication strategies to inform consumers about the positive impacts of wine and counter the misconceptions that have dominated the narrative.

One admirable campaign I like is the “Why Wine?” project by the non-profit trade association Napa Valley Vintners. This social campaign invites consumers and industry professionals to share personal videos about how they got into wine, why it’s important to them, what they enjoy about it, and what keeps them engaged. The initiative has been embraced by the community and has generated countless shareable videos.

Another noteworthy campaign is “Wine Is…” organized by the Wine Market Council. Focused on celebrating inclusion and the many occasions to enjoy wine, this campaign leans into the Council’s research on consumer buying habits, attitudes, and trends. The posts, primarily shared on LinkedIn, are directed at the wine trade, aiming to inspire further action within the industry.

One of the most exciting initiatives, which began as a grassroots idea and evolved into a full-fledged advertising and PR campaign, is “Come Over October.” Created by wine journalist Karen MacNeil and the public relations agency Colangelo & Partners, this month-long celebration encourages friends, family, and colleagues to “come over,” share wine, and celebrate friendship and in-person connection.

Surprisingly, the Wine Institute has remained largely absent from the conversation—until May 2024, when they announced plans to develop a communications initiative. Rumor has it that their campaign, tentatively titled “Cultivating Excellence,” is in the works. Although the organization has completed its qualitative research, progress has been frustratingly slow. Despite having the largest budget in the industry, the question remains: by the time they cut through the red tape, will it be too late—or simply less impactful than it could have been? It’s surprising that they’ve largely been silent while others are taking action, missing the opportunity to help shape the narrative around wine.

On-going or soon-to-launch campaigns

“Wine is…” by Wine Market Council

“Why Wine?” by Napa Valley Vintners

“Come Over October” co-sponsored by Karen MacNeil and Colangelo & Partners PR

“Cultivating Togetherness” by The Wine Institute of CA