Word: wining
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Dates: during 2000-2009
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Gary Vaynerchuk is an Internet phenomenon. Trusty New York Jets spit bucket by his side, he's helped grow his family's liquor store into a $70 million online wine retailer and made his daily wine-tasting videos - at Winelibrary.tv - a staple for thousands of viewers. Gary himself boasts more than 850,000 followers on Twitter. Now, he's sharing the secrets of his success with the masses in his new book, Crush It! Why Now Is the Time to Cash In on Your Passion. Vaynerchuk talked to TIME about the book, the growth of his online brand...
...start with your book. You mention that all along you were never selling wine as much as you were selling yourself on the show you created. Sure. Winelibrary.tv was about building personal brand equity. It was a business move. Now, it was totally surrounded by a passion for wine, but I very much gave a lot of thought to doing a sports-video blog instead. It was just about building personal brand equity, realizing that the platforms of getting to the consumer had changed, and wanting to be an early adopter of that opportunity. (Watch Gary Vaynerchuk and Joel Stein...
...didn't do any sort of formal training in wine appreciation. Did you sort of teach yourself? I had a big advantage. I grew up in it. The chef that grew up with the grandma who cooks tends to always beat the chef that went to the culinary institute. It's in the blood. No. 2, as people have gotten to know me and my intensity and my hustle, it's become very obvious why I was successful. Because this was the only thing I focused on. Every day, 18 hours...
...went on Conan O'Brien's show and you had him tasting asparagus and sweaty socks to demonstrate the different tastes of wine; you went on Ellen and you were licking rocks. Was this actually stuff you did yourself? Yeah. When I was 17 or 18 I wanted to become a wine expert, and my parents wouldn't let me drink. So I was devastated. All I could do was read, and I read and I read. And I'd read something like, you know, "Subtle hints of cassis." And I'd be like, "What the f--- is cassis...
...someone came to you and said, "How do I develop my wine palate?" Do you say, "Here's a sock?" I'd say, go to Whole Foods and Wegmans and taste every fruit you've never had before. How are you going to pick up the nuances of pomegranate if you've never had it? The other thing is, try a different varietal of wine every day for 365 days. Never order chardonnay from California twice...