01
US wine industry lacks sustained collective marketing unlike dairy and almonds
- Gino Colangelo, founder of New York PR agency Colangelo & Partners, says US wine lacks the collective marketing bodies that support dairy, almonds and cranberries sectors.
- Come Over October, a pro-bono campaign co-founded by Colangelo and wine critic Karen McNeil, counters negative health coverage but receives inconsistent company funding and support.
- Sustained regional campaigns from Wines of Georgia, Chianti Classico, Prosecco DOC and Chile build market share; US regional groups that vanish between campaigns lose traction.
- Colangelo argues consistent marketing investment can shorten the current US wine downturn; without it, the sector risks losing share to THC beverages, RTDs and weight-loss drugs.
- Come Over October reached 3 billion media impressions and 5.6 million social media engagements despite lacking formal industry funding structure.