“Wine is one of the most civilized things in the world and one of the most natural things of the world that has been brought to the greatest perfection, and it offers a greater range for enjoyment and appreciation than, possibly, any other purely sensory thing.” So said Ernest Hemmingway who historically had more of an enjoyment for a quality vintage than most, but an admiration many a wine lover can savor. 

Take husband and wife entrepreneurs Bruce and Pam Boring. While they shared a love for wine, they didn’t start out as experts on the subject. Still, the pull was strong enough to transform their passion into a profession. After repeatedly finding themselves struggling to choose a bottle they could really sink their taste buds into, the two started the California Wine Club in 1990. “Do you buy the pretty labels? Or maybe the $45 wine to ensure you get a nice bottle?” questions Bruce. “We came to rely on recommendations from friends. And so that is exactly what we set out to do with The California Wine Club. Be like friends recommending great wines to friends.”

The California Wine Club is currently one of the oldest and most respected wine of the month clubs in the U.S. They feature boutique family winemakers throughout California whom the Borings discover during monthly trips across California's wine country, tasting the wines that never make it to local stores. According to Bruce, California is the best location for such a business. “California has some of the most reliable weather conditions for growing grapes, he says. “They also tend to have a more robust flavor, more fruit forward if you will, compared to wines from other parts of the world.”