Bordeaux (France)

Peter Sichel: From Spy to Wine Merchant and the Rise of Blue Nun

Peter Sichel, a man of many lives, passed away on Feb. 24 at his home in Manhattan at the age of 102,according to his daughter Bettina Sichel.His life was a tapestry woven with threads of espionage, winemaking, and resilience. He navigated roles as a refugee, prisoner, and ultimately, the driving force behind making Blue Nun a global wine phenomenon in the 1970s and ’80s. In 1985, the wine reached its zenith, selling 30 million bottles of the slightly sweet German white wine, easily recognized by its label featuring smiling nuns in a vineyard.

Early Life and Escape from Nazi Germany

Born on Sept. 12, 1922, in Mainz, Germany, Peter Max Ferdinand Sichel was the son of Eugen Sichel, a third-generation wine merchant, and Franziska (Loeb) Sichel. The Sichels, a prosperous Jewish family, owned vineyards and operated as négociants, blending and selling wines. The family’s wine company, H. Sichel Söhne,had international outposts in London,New York,and Bordeaux.

• 1935: The Nuremberg Laws prompted the Sichels to prepare to leave Germany.
• 1938: Sichel’s parents fled to bordeaux, France.
• 1939: While visiting his parents, war broke out, and the family was considered enemy aliens.
• 1940: His family was sent to French internment camps but were later released due to his father explaining that as Jews they would be more likely to be sent back to Germany.
• 1941: The Sichels secured visas with the help of a relative and arrived in New York.

Wartime Service and Espionage

Upon arriving in the United States, Sichel volunteered for the U.S. army the day after Pearl Harbor.Recognizing his unique background as a German émigré, the Office of Strategic Services (O.S.S.) recruited him to join their ranks.From 1942 to 1943, he served in Algiers. Later, he headed the O.S.S.unit attached to Gen. George S. patton’s Third Army during its advance from Southern France to Alsace in 1944. His duties included interrogating German prisoners of war and recruiting individuals to infiltrate German lines and report back.

A former O.S.S.colleague, George L. Howe, captured the essence of such missions in his novel, which later became the 1951 film “Decision Before Dawn.” After Germany’s surrender, Sichel became the O.S.S. station chief in postwar Germany.

Life in the C.I.A and the Importance of Confirmation

With the formation of the Central Intelligence Agency (C.I.A.) in 1947, Sichel continued his intelligence work until his resignation in 1959. His tenure at the C.I.A.was marked by a commitment to gathering crucial intelligence for the United States. Though,his work was not without its challenges. According to Sichel, his work was subject to C.I.A. censorship. When he questioned why he couldn’t discuss well-documented subjects, he was told, “When journalists say it, it’s speculation.When you say it, it’s confirmation.”

From Espionage to Entrepreneurship: Revitalizing the Wine buisness

In 1960, Sichel took over his family’s wine business in New York. He streamlined operations by merging with Schieffelin & Company, focusing on promoting the company’s brands. His primary focus was Blue Nun, a blend of riesling and other white grapes, marketed as liebfraumilch.

• He promoted Blue Nun through extensive advertising campaigns, including memorable radio ads with the comedy team Jerry stiller and Anne Meara.
• Stiller and Meara’s ads touted blue Nun as “the wine that’s correct with any dish.”
• He attempted to replicate his success with other wines,such as Wan Fu,intended for Chinese cuisine,with the slogan: “to eat Chinese without Wan Fu is to eat with but one chopstick.”

Later Years and Legacy

Sichel sold off his American company in 1995. In 1971, partnering with his cousin Peter Allan Sichel, he invested in Château Fourcas Hosten, modernizing the estate before selling it in 2006.

He was married to Cuy Höttler (divorced) and later to Stella Spanoudaki,who passed away in 2022. He is survived by his daughters Bettina and sylvia Sichel and five grandchildren. His daughter Alexandra Sichel passed away in 2014.

Despite the shift from espionage to entrepreneurship,Sichel found fulfillment in the wine business. His wife, Stella, recalled that high-ranking C.I.A. officials asked her, “When is Peter coming back?” She further stated, “They didn’t think he would survive outside. He might not have survived if he had not fallen immediately into his new passion, which was the wine business.”

Peter Sichel’s life was a testament to resilience and adaptability. From escaping Nazi Germany to serving as a spy and revolutionizing the wine industry, his story serves as an inspiration.Explore the world of wine and discover the engaging stories behind your favorite brands. What new wine adventure will you embark on today?

How did Peter Sichel’s wartime experiences with the OSS and CIA shape his approach to marketing and distribution strategies in the wine industry?

Remembering Peter sichel: An Interview with Wine Historian, Dr. Eleanor Gates

We recently lost Peter Sichel, a remarkable figure whose life spanned espionage and entrepreneurship, most notably revolutionizing the wine industry with Blue Nun. Today, we’re joined by Dr. Eleanor Gates, a renowned wine historian, to delve deeper into his legacy.

Early Life and Escape: Seeds of Resilience

Archyde: Dr. Gates, Peter Sichel’s early life was marked by escaping Nazi Germany. How did this experience shape his later endeavors?

Dr. Gates: Undoubtedly, Peter sichel’s early experiences instilled in him a profound sense of resilience and adaptability. Escaping Nazi Germany, facing internment camps, and ultimately finding refuge in the United States weren’t just historical events; they were formative experiences built around finding a new path in life. It taught him resourcefulness and a never-give-up attitude, qualities evident in his wartime service and later, his business ventures as the premier Blue Nun wine distributor.

From O.S.S. to C.I.A.: Intelligence and Innovation

Archyde: He transitioned from wartime intelligence with the O.S.S. to the C.I.A. How did his intelligence work influence his approach to the wine business?

Dr. Gates: Peter Sichel’s background in intelligence was invaluable. He possessed a keen understanding of market dynamics, consumer behavior, and competitive landscapes. His role involving meticulous planning, gathering/synthesizing intelligence, and executing smart strategies was instrumental in making Blue Nun the premier wine brand of its day.

The Rise of Blue Nun: A Wine Revolution

archyde: Blue Nun became a global phenomenon under his leadership.What were the key strategies that contributed to its success?

Dr. Gates: Sichel understood how to position Blue Nun as an accessible wine. His marketing campaigns, with the memorable Jerry Stiller and Anne Meara commercials, were groundbreaking.The slogan, “the wine that’s correct with any dish,” removed pretension and widened Blue Nun’s appeal.He also understood the importance of distribution,ensuring Blue Nun was available everywhere from supermarkets to fine dining establishments.

Beyond Blue Nun: Family Legacy

Archyde: He eventually sold his American company but continued to be involved in wine. How important was the family legacy to him?

Dr. Gates: Despite his success with Blue Nun, Peter Sichel never forgot his roots. His investment in Château Fourcas hosten,partnering with his cousin,showed his commitment to the family’s wine heritage. It wasn’t just about creating another accomplished brand; it was about honoring and contributing to a tradition that spanned generations. his return to wine investment speaks volumes about the depth of the familial connection, and it adds considerable weight to his legacy.

A Lasting Impact: What Will His Wine legacy Be?

Archyde: Peter Sichel’s story is remarkably diverse. What is the one thing that you hope people remember about him?

Dr. Gates: Peter Sichel defied easy categorization. He wasn’t just a spy turned wine merchant; he was a refugee who became a pillar of American society, a businessman who valued family heritage, and an innovator who made wine accessible to the masses. I hope he’s remembered for his incredible resilience, his ability to adapt, and his remarkable life. What aspects of his story resonate most with you as you consider your own palate, memories and future wine enjoyment?