Today we’d like to introduce you to Cassandra Schaeg.
Cassandra, can you briefly walk us through your story – how you started and how you got to where you are today.
Drive, ambition, and independence were engrained growing up and my journey to entrepreneurship was unconventional. My first job at 16 was as a Drive-Thru lead at McDonald’s and in my senior year of high school, I was a Shift Leader at Ben & Jerry’s Ice Cream Shop. I have always had a job and at times, had multiple gigs. A common theme in the work I’ve done is my commitment to helping others.
Before being an entrepreneur, I spent 20 on social services managing various programs. My work with indigenous families was rewarding and eye-opening. I spent ten years on reservations throughout California, providing education, employment, and entrepreneurial resources to families. Immersing myself in the culture and history of indigenous people gave me a broader perspective on life and the world we live in. It also gave me the drive to take risks and invest in myself.
After landing a job in the corporate arena in 2014, I decided to invest in myself and on July 7, 2015, SIP Wine & Beer was born. After purchasing my first home and laying roots in the “hidden city” known as Escondido, California. I was amazed to see the evolving agricultural presence. Growing up in Temecula and watching it turn into a wine destination, I envisioned the same in Escondido. SIP is a destination to empower, inspire, and exchange knowledge. My goal was to make wine and beer simple and fun while supporting women and minorities in the industry. Community, culture, and conversation is the platform of SIP and I encourage wine and beer lovers to share their experiences, join in thought-provoking discussions, and learn the aspects of wine and beer.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
I will always live by the quote, “If you keep taking the easy road life will become harder. But if you take the hard road NOW life will become easier.”
This quote will always reign true as a black woman. I have had my share of challenges, misfortunes, failures, and disappointments. What helped me, preserver, through those times is the ability to stay focused on the end game and the self-care needed to create the energy I want to receive. I have done hot yoga, meditation, a two day fast in the desert, and my first sweat lodge to challenge myself mentally and create a space where I can process my emotions, learn, and be intentional about the next steps of my life.
My advice for women is to applaud yourself for seeing each day through. Being authentic and comfortable with your being is one of the hardest roads’ women take. But, the result is an internal glow, peace, and calm that is cemented in your soul. That calm will guide your decisions, life choices, and how you choose to live in this world.
Please tell us about SIP Wine & Beer.
Entrepreneur | Advocate | Connector. I connect the dots for individuals pursuing their education, career, business ventures, and of course… WINE.
I get to utilize the skills I’ve acquired throughout my career to helping others. It has given me an understanding of people and a deeper understanding of myself. My work ethic is unorthodox, and I pride myself on following through with commitments. All I have in this world is my word and reputation. It is interesting to think of myself as a brand. I am a black woman on a mission to create wealth, close the generational wealth gap, and share as much knowledge and experience for others to do the same.
Do you think there are structural or other barriers impeding the emergence of more female leaders?
Black women continue to be sorely underrepresented in leadership roles in corporate America. We account for 12.7% of the U.S. population, yet we represent only 1.3% of senior management and executive roles of S&P 500 firms, 2.2% of Fortune 500 boards of directors. To my knowledge, there is not a single black female CEO in the Fortune 500.
When we translate this data and look at the wine and spirits industry, women account for 4% representation and less than 1% for minorities. Entering careers where women and minorities are hardly seen is a barrier in itself… It goes back to my quote, “If you keep taking the easy road life will become harder. But if you take the hard road NOW life will become easier.” I have been fortunate to stand on the shoulders of strong women in my life and it is my responsibility to do the same.
Statistical data provided by https://www.americanprogress.org/issues/women/reports/2018/11/20/461273/womens-leadership-gap-2/
Contact Info:
- Address: 131 S Orange St
Escondido CA 92025 - Website: www.sipwineandbeer.com
- Phone: 442.248.8466
- Email: contact@sipwineandbeer.com
- Instagram: sipwinebeer
- Facebook: SIP Wine & Beer
- Twitter: @Sipwinebeer
Image Credit:
Angela Ledyard Photography
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