It started with a midlife crisis...

Meet Bill Austin. While most men might opt for a convertible or motorcycle during a midlife crisis, Bill turned his wine hobby into a full-fledged business. Residents of Salinas likely know him from SaveOn Cleaners, another venture he manages—clearly, he despises having free time.

Describing Bill in a few words, "hard-working wine enthusiast" fits perfectly.

However, Bill isn't your typical wine snob. Initially, he often felt out of place in tasting rooms, not quite fitting into the high-class culture. Even as he grew into a bona fide wine enthusiast, he realized that much of the fanciness making wine culture expensive wasn't essential for creating great wine. Recognizing a need for premium wine meant for regular people like himself, his midlife crisis provided the perfect opportunity to act on this insight.