Web 2.0 lessons from the wine world

Gonzo wine critic a marketing expert

Gary Vaynerchuk may make a living selling and critiquing wine, but he’s got a few things to say to real estate professionals about building brand, marketing and advertising.

In the process of transforming himself into an Internet celebrity and marketing guru, Vaynerchuk has all but left behind the newspaper ads and other traditional marketing techniques that helped him and his father re-brand their New Jersey liquor store as Wine Library and boost sales by 1,200 percent in six years.