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Peter Morrell is a wine professional and former CEO of Morrell & Company, New York City's renowned wine merchant. He began his career in the early 1960s at age 19, traveling and tasting through the extraordinary cellars of Europe. Peter barrel tasted annually, identifying the most promising vintages early and sourcing outstanding wines from the finest wine regions of the future. Peter brings a wine-lover's sensitivity and his formidable palate to our artisanal vodka, and believes that, with its approachable retail price and discernible character that Zirkova is redefining the category.