Wine in Society
Wine is more than a beverage. For thousands of years, it has been part of how people gather, celebrate, and connect. The organisations listed here are working in different ways and at different scales to ensure wine remains part of a responsible, inclusive, and culturally vibrant society.
Come Over October
Come Over October is a national consumer campaign that encourages people to invite friends, family, and colleagues to share wine together during the month of October. Founded by wine writer Karen MacNeil, PR professionals Gino Colangelo and Kimberly Charles, the campaign celebrates wine's 9,000-year history as a communal beverage — one that brings people together. In 2025, the campaign generated more than 2.5 billion earned media impressions and activated in over 2,000 retail locations across North America.
Wine Market Council
The Wine Market Council is a 501(c)(6) non-profit organisation that has been conducting independent consumer research on the US wine market since 1996 — making it the longest-running study of its kind. Its research tracks how Americans drink wine, why, and what is changing. The 2025 Benchmark Segmentation Survey found that Millennials now represent 31% of US wine drinkers, overtaking Baby Boomers for the first time. A Balanced Glass has a working relationship with the Wine Market Council and draws on its research regularly.
Wine in Moderation
Wine in Moderation is a non-profit programme founded in 2008 by the European wine sector to promote a sustainable culture of responsible wine consumption. Active in more than 25 countries, it works with producers, hospitality professionals, and national associations to provide science-based guidance on moderate drinking. Wine in Moderation already appears in the ABG site footer — this listing formally surfaces that relationship within the Resources section.