June 19, 2025 (Santa Margarita, CA) — Ancient Peaks Winery today announced the hiring of Alyssa Krichevsky as Director of Hospitality, a new position that leads the winery’s expanding DTC efforts with a focus on best-in-class service standards and experiential programs. Krichevsky will oversee the Ancient Peaks Tasting Room & Café, wine club, special events and other DTC experiences, all designed to drive revenue and brand loyalty.
The appointment marks a homecoming for Krichevsky, who worked in DTC roles at Ancient Peaks from 2013 to 2018. She subsequently worked in DTC directorship roles at two other local wineries and public relations account management before rejoining Ancient Peaks this month.
“We are excited to welcome Alyssa back into the Ancient Peaks family and to hand her the reins of our hospitality operations,” said Co-Owner Doug Filipponi. “She is a proven talent who will no doubt take our guest services to the next level.”
“DTC is an increasingly vital complement to our national distribution, creating new fans who take their love for Ancient Peaks back home after spending time with us,” added Executive Vice President & General Manager Barry White. “Alyssa is the perfect person to enhance our hospitality experience while driving revenue and brand loyalty.”
Founded in 2005 by Doug Filipponi, Karl Wittstrom and Rob Rossi, Ancient Peaks is a leading family-owned estate winery based in the Santa Margarita Ranch AVA of Paso Robles. Ancient Peaks wines are distributed nationally in 49 states as well as internationally. The winery is renowned for its Cabernet Sauvignon, Zinfandel, Oyster Ridge Bordeaux-style blend and other wines that reflect the unique character of its sustainably farmed estate Margarita Vineyard.
The Ancient Peaks Tasting Room & Café is located in the heart of Santa Margarita, a quaint historic town situated between San Luis Obispo and Paso Robles. The tasting room features small-lot reserve wines and other exclusives, while the café serves ranch-to-table lunch cuisine. Now 20 years strong, the Ancient Peaks Wine Club is renowned for its curated wine selections, extensive benefits, member services and special events.
“I’m honored to return to the place where I first fell in love with the wine industry,” Krichevsky said. “The people, the place, and the mission left a lasting impact on me, and I’m excited to rejoin this team with a broader perspective, expanded responsibilities and the same passion for genuine hospitality. I look forward to applying everything I’ve learned in this next chapter.”
About Ancient Peaks Winery
Ancient Peaks is a family-owned winery specializing in wines from our sustainably farmed estate Margarita Vineyard in Paso Robles on California’s Central Coast. Margarita Vineyard stands alone in the Santa Margarita Ranch AVA of Paso Robles, nestled into the rugged Santa Lucia Mountain Range just 14 miles from the Pacific Ocean. The name Ancient Peaks honors the tall peaks surrounding Margarita Vineyard, which were forged by the collision of the coastal plates. Over time, these same geologic forces blessed us with five distinct soil zones—ancient sea bed, rocky alluvium, shale, volcanic and granitic—that bring natural complexity to our wines. Our tasting room is located in Santa Margarita. Visit www.AncientPeaks.com for more information.