The parents of Belarus-born Gary Vaynerchuk (*1975) emigrated to the USA in 1978. His father worked in a liquor store and eventually took over. Gary'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.
An important part of the show is featuring celebrity guests, such as the famous wine journalist Jancis Robinson, the well-known rock singer Maynard James Keenan or the ice hockey superstar Wayne Gretzky. Vaynerchuk has over 25,000 Twitter followers and his lectures are accessed thousands of times on YouTube. Today the show is the most successful and influential wine video blog in the world. His first book "Gary Vaynerchuk's 101 Wines Guaranteed to Inspire, Delight, and Bring Thunder to Your World", published in 2008, became a bestseller. Only one year later his second book "Crush It!: Why NOW Is the Time to Cash In on Your Passion" was published. Gary Vaynerchuk is now considered the first wine guru of the YouTube era and a new wine superstar. He is already being traded as a potential successor to Robert M. Parker jr (*1947). See also under wine critics.