Peter Sichel, a man of many roles including refugee, prisoner, wine merchant, and spy, was best known for popularizing Blue Nun wine in the 1970s and ’80s. Despite his success in the wine industry, Sichel’s earlier life was marked by his involvement in intelligence gathering for the United States during World War II and the Cold War, first in the Office of Strategic Services and later in the Central Intelligence Agency.
After a long and distinguished career in intelligence gathering, Sichel took over his family’s wine business in 1960 and transformed it by merging with another company to focus on promoting Blue Nun wine. Through clever marketing and advertising efforts, the wine became hugely popular, selling millions of bottles at its peak in 1985.
Although Sichel attempted to replicate his success with other branded wines, he ultimately sold off the company in 1995 as interest in branded wines waned. He also invested in a Bordeaux producer, Château Fourcas Hosten, in the 1970s and successfully modernized and improved the company before selling it in 2006.
Throughout his life, Sichel remained passionate about the wine business, disproving his former CIA colleagues who believed he would return to intelligence work. His espionage exploits have been recounted in books and a documentary film, shedding light on his contributions to intelligence gathering during a tumultuous time in history. Peter Sichel passed away at the age of 102, leaving behind a legacy that spans both the world of wine and international espionage.
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