The parents of Belarus-born Gary Vaynerchuk (*1975 as Gennady Vaynerchuk) emigrated to the USA in 1978. His father worked in a liquor store and eventually took over. Gary Vaynerchuk's interest in wine was awakened by the Wine Spectator. After his studies he took over his father's business in 1997 and started an online wine trade under "Wine Library". Within a short period of time the turnover increased from one to over 50 million dollars. Then, in 2006, Vaynerchuk launched a video format he hosted daily called "Winelibrary TV", which is now viewed up to about 100,000 times per episode. In these video podcasts, wines are presented and rated, and background stories are told in a fun way. He has specialized in building up and repositioning wine brands.