Unaware he was creating the $3B Direct to Consumer wine industry, Paul Kalemkiarian Sr. explains how the idea evolved and his thoughts on business.   In 1969, a time where California wine was barely recognized to the world. a pharmacist who was born in Cairo, bought a liguor store in the quaint beach town of Palos Verdes Estates. As a good merchant would do, he wanted control of the quality of the merchandise and insisted he taste every wine that was brought to him to consider. This was highly unusual to the trade in those days, typically you just put Robert Mondavi on the shelf. In 1976, a neighbor and customer, Jim Barrett (Chateau Montelena) walked into the store and announced they had won the Judgement of Paris...and recited his famouis quote "not bad for a couple of guys from the sticks." Eventually, wine enthusiasts frequented the store and were asking Paul for his recommendations. Tired of leaving the pharmacy to consult on wine, he began choosing a red wine and a white wine as his prefered selections that month. Thus was born the Wine of the Month Ciub. Have a listen to the path of what is now a critical part of the wine industry; the DTC market (Direct To The Consumer).