I recently interviewed Richard Shaffer, owner of Israeli Wine Direct. Tom Wark, wine expert and blogger, called Israeli Wine Direct “the kind of on-line wine store that should attract at least a glance, if not an order, from all those wine lovers that fancy themselves wine explorers and who revel in the diversity of what different places and people can do with the grape.”
Richard exemplifies a social media entrepreneur. When he first began Israeli Wine Direct, he used his blog as a way to interview and gain access to Israeli wine experts. And once the business was established, social media has opened doors to new audiences.
His approach to marketing is personal. Wine lovers across America, including Guy Kawasaki, invite him into their home to pour Israeli wine for friends and families. Speak to Richard for 30 seconds and you’ll understand why he gets invited. His passion for wine is contagious, and he shares it on his company blog, Twitter, Friendfeed, YouTube and Facebook.
As his business becomes even more successful, I look forward to seeing how Richard’s enthusiasm will translate into creating a company culture with an even greater impact.
Check out our discussion below.
