Come Over October Ends Wine Campaign

The three-year wine advocacy campaign has concluded after organizers said funding had run out.

Updated on Nov. 10, 2026 in Wine

Gouache-painted editorial illustration of a half-full wine glass on an empty round table, one chair pulled back, in warm quiet light. — Come Over October, the three-year wine campaign backed by more than 200 wineries, has ended after organizers said its funding ran out. AI Illustration. Upload story photo >

Come Over October, a wine advocacy campaign created by Come Together: A Community for Wine, is ending after three years. Organizers said the campaign is concluding because funding has run out.

Why it matters

The campaign offered the wine industry free promotional materials and a platform to present wine as a way to bring people together. Its end leaves the industry without a shared national promotion built around gathering and sharing wine.

The campaign reported 3.8 billion media impressions and 7.5 million social media interactions, and reached an estimated 14 million U.S. consumers through participation in more than 2,000 retail stores. Campaign-reported figures are not independently verified, and the extraction provides no baseline for comparison.

The players

Come Together: A Community for Wine

The organization that created Come Over October and its sister initiative, Share & Pair Sundays, to promote wine as a way to bring people together.

Kroger

A major U.S. supermarket chain that participated in the Come Over October campaign at its retail locations.

Total Wine & More

A large U.S. wine and spirits retailer that participated in the Come Over October campaign.

Albertsons

A national U.S. grocery chain that participated in the Come Over October campaign.

The details

Come Over October was launched in 2024 by Come Together: A Community for Wine, alongside its sister initiative, Share & Pair Sundays. More than 200 wineries joined, and Kroger, Total Wine & More, and Albertsons participated, with funding drawn from wine industry contributions as small as $500.

2024: Come Over October launched, offering free promotional materials to the wine industry.
November 10, 2026: The campaign ended after three years, according to the announcement.

Industry Dynamics

Come Over October's end marks a departure from pooled, industry-funded wine promotion, as the campaign relied on contributions from across the wine industry rather than a single brand. Its closure leaves the sector without a shared national platform, a model of collective marketing that has historically depended on sustained contributions from wineries and trade groups.

Consumers who attended Come Over October events at participating retailers such as Kroger, Total Wine & More, and Albertsons may see fewer campaign promotions in those stores going forward. Wineries that relied on the free materials will need to fund their own promotional efforts.

The takeaway

Gathering with wine has been a focus of the campaign, and its founders hope the invitation to share wine will continue beyond October and the holiday season. Consumers can continue that tradition with friends and family independent of any single campaign.