A Few Minutes With Cassandra Schaeg

Cassandra Schaeg, Owner, SIP Wine and Beer, Escondido

There’s more to Cassandra Schaeg than simply owning and operating SIP Wine and Beer, an upscale bistro in downtown Escondido that’s now back in business. Much more.

In a traditionally male-dominated industry that caters largely to women, she’s a one-woman life force whose buoyant personality lights up the moment.

Last year, after bistros such as hers were forced to close their doors, the quick-thinking Schaeg deftly pivoted to offering her wines online, pairing her loyal clientele with many of the state’s top winemakers. Providing on-site wine pickup helped, as well.

After growing up in Temecula, the multi-faceted Schaeg spent some 20 years working in social services, mostly working with Indigenous groups on reservations in Southern California. She frequently donates her time, energy and products to fundraising causes and hosts YouTube segments dubbed “WineVerations.”

In 2016, she decided the time was right to launch SIP, which offers the largest selection of wine in California from Black, Indigenous, and People of Color (BIPOC) winemakers, a distinction that gives her special pride.

Schaeg recently received one of LISC San Diego’s business grants.

What motivated you to start SIP?

Being a wine lover and recognizing the emerging wine presence in Escondido, I decided to invest in my community. I’m proud to be in the position of elevating wine and beer brands created by women and minorities.  

How has the past year impacted your business?

SIP reopened in late March and we were excited to re-connect with the community. Believe me, I’m very grateful for the LISC San Diego grant we received. Without that support, I don’t think we could’ve survived.  

Maintaining business operations during the pandemic has been a challenge. However, it’s been a challenge that gave us the ability to be creative, innovative, and focused.

What about your childhood inspired you?

Growing up, my parents gave me two options, either go to college or go into the military. Aside from those options, my parents were intentional about the importance of education and access. My childhood inspired me to "figure it out."

Making life decisions, doing research, exploring my curiosity from a business standpoint gave me the ability to be fearless and pursue my purpose. 

How did you motivate yourself for success?

I've reached a point where motivation is still necessary, but it’s not the main factor in my entrepreneurial journey. Grace, humility, and discipline are the ingredients that shape success. Having a vision and long-term plan is essential, but living through the day while making that plan is vital.

Being an entrepreneur and having a thriving business has taught me it's a "one-day-at-a-time journey." With success comes failure, and being comfortable with losses is what helps bring a better future and shape eventual success. 

What's your personal mantra for overcoming setbacks?

Be still, and be in a place that allows you to listen to your inner peace and find answers. Take time to reflect and know we can create our own definition of success. 

What do you see in your future, for yourself and SIP?

My future involves new opportunities to grow, thrive, and help women and minorities entering the wine and beer space. I find joy in sharing the stories of brands that persevere, and my calling involves gathering my friends and my community to celebrate our lives through the joy of wine.