Alfred Fromm was a distributor of Californian wine and brandy who co-founded the firm Fromm and Sichel in 1945. Born in 1905 in Kitzingen, Germany, he sold wine for his family’s firm as a young adult and eventually moved to the United States in 1936, where he began representing the Christian Brothers as their distributor. After the creation of his own distribution firm with Franz Sichel, he continued to work with and help build up the Christian Brothers, establishing them as some of most prominent vintners in California. Fromm also oversaw the development of the Paul Masson winery and of the Salinas Valley as a whole, in addition to founding the short-lived Christian Brothers Wine Museum in the 1970s. In this interview, Fromm discusses his early introduction to the wine industry in Germany and his longtime association with the Christian Brothers in California, as well as the larger development of the Salinas Valley into a significant wine-growing region. This interview is part of a group of interviews documenting the California wine industry.