What does wine have to do with luxury real estate? Apparently a lot. In the past few years, it has become popular for real estate agents to market properties that offer curated wine collections in wine cellars, in order to make the listings more appealing to potential buyers. This may involve the agent filling the home with the wine themselves or tapping an expert to do it for them.

That said, Jason Oppenheim decided to start his own wine label, O, from a Paso Robles winery in 2017.

As he told The Hollywood Reporter the following year, “The majority of my listings have cellars or wine rooms, so I thought, why not make a few thousand bottles for my own company? The buyer likes getting a cellar full of wine. We love it because it markets our brokerage and later even buyers’ friends see it. It’s a win-win for everybody.”

And the rest is history.