I have always admired the way Peter Sisseck invented his wine persona. The creator of the super expensive wine Pingus in Ribera del Duero called himself a “lazy winemaker”. From the start he surrounded himself in mistery. His first years of wine making he could not attend demand and people ended up queuing up to buy his small production. Very soon he became a legend. The proof of the pudding in in the eating and in his case the strategy of “storytelling” clearly worked.

After almighty Pingus, Sisseck went on to create Flor de Pingus. Recently he has put on the market “PSI”, for 28 euros, which I have just tried and enjoyed a lot. PSI is not his Armani Jeans version of the Pingus upmarket family, it is a different creature. PSI 2009 turned out to be a fantastic Ribera del Duero wine, young and fresh, direct and cool. We tried it in Luzy Bombón, the Catalan restaurant with the best view of life in Castellana that serves as a natural reserve for the benefit of the Madrid fauna and flora.