In 2015, Cassandra Schaeg opened SIP Wine & Beer in San Diego with a clear mission: elevate community, culture, and conversation through wine. Over a decade later, that mission hasn't just survived, it's thrived. SIP now has a location in the brand-new Terminal 1 at San Diego International Airport, and Schaeg hosts Fresh Glass, an Emmy Award-winning PBS series that brings the stories of notable brands and innovators to life.
But for Schaeg, the success isn't just about expansion or accolades. It's about creating spaces where people feel connected, to the wine they're drinking, to the stories behind the brands, and to each other.
"Business is the personal connection made to a product or service," Schaeg explains. "Purchasing with intention strengthens our communities and Black-owned businesses."
That philosophy isn't just words on a wall. It's woven into every aspect of SIP's identity, from the carefully curated wine list to the events that bring the community together, to the platform she's built through Fresh Glass to spotlight brands that deserve recognition.
Building More Than a Wine Shop
Schaeg's journey into the wine world was driven by a desire to create something meaningful, a space where wine becomes a vehicle for connection rather than intimidation. In an industry that can often feel exclusive and gatekept, SIP offers something different: accessibility, warmth, and intention.
Through her entrepreneurial wine journey, Schaeg looked to pioneers who were already breaking barriers. At a time when there were only a handful of Black women in the wine space, she found inspiration and encouragement in the McBride Sisters.
"When Black Girl Magic hit the scene, it was the statement I needed," Schaeg recalls. "It was the affirmation I have always known—we are magic!"
That affirmation resonated so deeply that SIP has carried Black Girl Magic wines since their release, making it a staple on the wine list. For Schaeg, featuring a Black-owned wine brand isn't just a business decision; it's a declaration of values, a commitment to representation, and a way to show customers that their purchasing power can strengthen Black entrepreneurship.
The Sparkling Life: Black Girl Magic Brut at SIP
At SIP Wine & Beer, Schaeg proudly carries Black Girl Magic Sparkling Brut, and as a self-proclaimed "certified sparkling girl," she knows exactly how to showcase it.
"This is the wine for celebrations, Sundays, and any day that ends in 'Y,'" she says with a smile.
Schaeg recommends pairing the BGM Sparkling Brut with sushi, brunch, and seafood, pairings that highlight the wine's versatility and elegance. The crisp bubbles and bright acidity make it perfect for San Diego's coastal lifestyle, whether you're enjoying a leisurely weekend brunch or celebrating a milestone moment.
But beyond the pairings, it's the spirit of the wine that matters most to Schaeg. Black Girl Magic Sparkling Brut embodies celebration and confidence, two things that align perfectly with SIP's mission to elevate and affirm.
From SIP to Fresh Glass: Storytelling as Community Building
What sets SIP apart isn't just the wine, it's the stories behind it. Through Fresh Glass, Schaeg has created a platform that goes beyond retail, bringing viewers into the world of winemakers, innovators, and entrepreneurs who are shaping the industry.
The Emmy Award-winning PBS series does more than educate; it creates connection. Guests who watch Fresh Glass come into SIP with a deeper understanding of the brands they're supporting, the people behind the labels, and the impact of their purchasing decisions.
"The evolution of SIP was brought to life through Fresh Glass," Schaeg shares. "The stories of notable brands and innovators were brought to life, and guests now have a connection to what they SIP!"
That connection is everything. It transforms a transaction into a relationship, a bottle of wine into a conversation starter, and a customer into a community member. It's what makes SIP more than a wine shop; it's a cultural hub.
Community, Culture, Conversation
At its core, SIP Wine & Beer exists to elevate three things: community, culture, and conversation. These are the guiding principles that show up in everything Schaeg does.
SIP hosts events that bring people together, curates a wine list that reflects diverse voices and stories, and creates an atmosphere where guests feel welcomed and valued. Whether you're a wine novice or a seasoned enthusiast, SIP meets you where you are and invites you into the experience.
For Schaeg, showing up for her community also means using her platform to spotlight Black-owned brands and entrepreneurs. It means being intentional about who gets shelf space, whose stories get told, and how purchasing power can be leveraged to create change.
"Access opens the door to ownership. Ownership leads to freedom. And freedom is the path to generational wealth," she explains. "Black America has been left out of the equation, so when we see businesses and entrepreneurs founded by Black people, it is a testament to their confidence in themselves, their abilities, and their economic power."
Purchasing with Intention
Schaeg's philosophy is simple but powerful: "Business is the personal connection made to a product or service. Purchasing with intention strengthens our communities and Black-owned businesses."
When you walk into SIP Wine & Beer and purchase a bottle of Black Girl Magic Sparkling Brut, you're doing more than buying wine. You're supporting two Black women-owned businesses. You're investing in representation. You're participating in a larger movement toward equity and access in an industry that has long excluded Black voices.
That's what purchasing with intention looks like. And that's what SIP, and Schaeg's entire approach to business, is all about.
A Rising Star in San Diego and Beyond
With a thriving location at San Diego International Airport's new Terminal 1, SIP Wine & Beer is reaching even more people, locals and travelers alike, who are looking for quality wine and meaningful connections. The airport location brings SIP's mission to a broader audience, introducing more people to the brands and stories that Schaeg champions.
But no matter how much SIP grows, the heart of the business remains the same: community, culture, and conversation. It's about creating spaces where people feel seen and valued. It's about using business as a force for good. And it's about ensuring that Black-owned brands like Black Girl Magic Wines have a platform to shine.
When you visit SIP, whether at the original location or at the airport, you're not just stopping by a wine shop. You're stepping into a movement. You're joining a community that believes in the power of purchasing with intention. And you're raising a glass to Black excellence, one sip at a time.
Connect:
- Website: sipwineandbeer.com
- Instagram: @sipwineandbeer
- Watch: Fresh Glass on PBS
What to Know Before You Visit: SIP Wine & Beer is more than a wine shop—it's a cultural experience. Whether you're exploring the San Diego location or grabbing a bottle at the airport, expect thoughtfully curated selections, a welcoming atmosphere, and a connection to the stories behind every bottle. Watch Fresh Glass to deepen your appreciation for the brands SIP carries, and come ready to purchase with intention.
