Wine tasting is often thought as pretentious and aristocratic venture and yet, Gary Vaynerchuk shows how it is for everyone.
Vaynerchuk’s family arrived in the USA from Russia when he was only three years old. His father owned a liquor store and wine soon became second nature for Vaynerchuk. He gained a lot of knowledge by reading wine magazines when he was bored working the cash register at the store.
Vaynerchuk began WineLibrary TV because he wanted everyone to feel free to try different wines. Popular brands are not important to him and he stressed the importance of going with what appeals to one’s palette instead of seeking the wine “expert’s” approval. He wanted to educate his viewers in a casual, straight-forward style.
The company soon grew from a $4 million dollar business to a $45 million dollar business simply from the popularity of his videos online. “Vaynerchuk, 33, is proof that passion and hustle can breed success,” says Business Week Magazine.
A community was formed where viewers can connect with one another and exchange ideas and opinions. Jancis Robinson, British wine writer, said in the New York Times, “His influence is less as a style dictator than as a new media pioneer, showing how things can and will be done.” Varnerchuk never wanted to be the one to dictate what wines were the best but give everyone their own voice.
Along with Vaynerchuk’s popularity among his viewers came popularity with national media. He interviewed with big networks such as CNN, ABC, and CBS. He was also featured on The Ellen Degeneres Show, Late Night with Conan O’Brien, and Nightline, just to name a few.