I'm starting a new column that I think will become quite a hit. After a *lot* of rambling about the lack of hotties in the wine industry and using more effective marketing methods to attract Millennials, this is my effort to give you young reader a reason to check back often! Here's the first of many to come:

Lisa Peju: Peju Province

Daughter of Peju owner Tony Peju, Lisa was brought forward as the face of their winery in a series of advertisements just for you! That's right. Peju is aiming to attract new, younger customers to visit their winery in Rutherford since 90% of their sales are direct to the public via their tasting room.

They started running advertising campaigns using Lisa as the focus. This had many wineries scratching their heads but Peju was rolling in doubled profits and doubled wine club members since the ads. Kudos for Peju for recognizing this market and getting their message out in a most convincing way.

This goes to show that using hotties in a tasteful method can be an effective marketing tool. More on their efforts here

I've visited Peju Province Winery a few times now and sadly, I have yet to have the privilege to gaze my eyes on the beauty that is Lisa Peju. Perhaps one day soon, she'll bless us all with her presence.