Wine pricing is an art - like painting.

Essentially, wines are fermented grape juice, so I'm trying to make the point that the wine world is about scores and marketing and kind of creating a scarce resource where they don't really exist.

The stories of wine lords who trade wine on intimidation or food critics who trade free meals for reviews... those are the stories of my life. I am telling the stories of my life in a true way.

My grandparents in Istria had a frasca, which is about the most basic kind of grocery/restaurant. They sold wine from their own vineyard. I took control of the vineyard, hired a local winemaker, and bought another winery in 1996. We had our first commercial vintage in 1998.

I prioritize in life. I like to work, I do TV shows, I do a lot of Iron Man training. I enjoy kicking back on a good night and drinking wine until I go to bed, and having fun with my friends. You just have to make time for it and keep it balanced.

Selling wine is all about sizing people up, and it takes a certain amount of chutzpah. The tableside bottle sell is a very funny thing - you take a look at the guy's blazer, what kind of shoes he's wearing, what kind of broad he's with. Is he trying to be a hero?