01The Drinks Business·
US wine industry lacks unified marketing infrastructure to counter health narratives
- Gino Colangelo, founder of New York PR agency Colangelo & Partners, says US wine has no equivalent to dairy or almond sector marketing bodies that sustain consistent campaigns.
- Come Over October, a pro-bono campaign Colangelo launched four years ago with wine critic Karen McNeil and PR figure Kimberly Charles, reached 3 billion media impressions but receives inconsistent company funding.
- Wine regions investing steadily, such as Wines of Georgia, Chianti Classico, Prosecco DOC Consortium, and Chile, build market share through incremental campaigns; sporadic efforts fail to sustain traction.
- Colangelo argues the current US wine downturn is cyclical, but its depth depends on sustained industry marketing investment; without it, market share erodes rapidly.
- Competition from THC beverages, GLP-1 weight-loss drugs, and sober-curious trends among younger consumers compound pressure on the industry to fund collective advocacy.
Reported byThe Drinks Business