{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/62301a5c63c97500122f8a76/69e90298289eeb2c7b7daa96?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"A discourse in the communications of wine w/ Karen MacNeil, The Wine Bible & Come Over October","description":"<p>As the wine world stumbles through difficult times (in early 2026), Karen MacNeil, author of <em>The Wine Bible</em> and co-founder of Come Over October, believes part of the disconnect stems from time.&nbsp; The fastness of the modern, social media fueled world and the slowness of wine.&nbsp; Her solution is to focus the narrative of wine with well-being and wine’s long-standing role as a beverage that brings people together.&nbsp;&nbsp;</p><p><br></p><p>Detailed Show Notes:&nbsp;</p><p><br></p><p>Karen’s background: author of <em>The Wine Bible</em>, writer, speaker, teacher</p><p><br></p><p>Worried that a change in culture, to a faster one with social media (took off in 2012 when Facebook hit 1B active users and &gt;50% of the population had smart phones), has left wine, a slower product, behind</p><ul><li>White wine’s appeal may be partly that it implies fastness</li><li>Wine is slower to create (can take 3-5 years) and to consume (high acid, tannins for reds)</li></ul><p><br></p><p>Larger selection of beverages may also be competing for wine’s share, including functional beverages that are marketed as “mindful”</p><p>Wrote an article, “Is wine really in the alcohol business?” on how wine is more than alcohol, but threaded in the culture of food, history, religion, and art</p><p>Believes wine should promote the notion of wellbeing vs health, which includes better relationships from sharing wine with people</p><p><br></p><p>Started Come Over October w/ Gino Colangelo and Kimberly Charles, PR professionals</p><ul><li>2025: reached 2.9B media impressions, had 1,400 retail store promotions, raised $250k</li><li>Sister campaign is Share and Pair Sundays - to go beyond October, involve food, and help engage more restaurants</li><li>All campaigns need a time, a reason, and a behavior</li><li>Seneca Lake Wine Trail doing Share and Pair Sundays</li><li>Texas Wine Country doing “Come Over October Y’all”</li><li>Most impactful event was an interview with Pink and sports figures, showing wine connects people across industries</li></ul><p>The wine industry will need to invest to get more people involved, the “Got Milk” campaign spent $23M in the first year</p><p><br></p>","author_name":"Robert Vernick, Peter Yeung"}