Escondido businesswoman goes national
TV show ‘Fresh Glass’ is the product of local woman who also owns Sip Wine & Beer, which will move into the renovated Terminal 1 at the San Diego International Airport later this year
ESCONDIDO — Fortune favors the bold.
And boldness has become one of many characteristics for Cassandra Schaeg of Escondido. She runs a successful business, Sip Wine & Beer, and is now going national thanks to her hit lifestyle TV show “Fresh Glass.”
The show, which ran its first two seasons on KPBS, was picked up for national syndication on PBS, with the first episode airing on Monday. The show highlights the stories of marginalized people, who are in the traditionally white beer and wine industry, Schaeg said, who is Black. She won an Emmy as a producer in 2022 for “Fresh Glass.”
The first season covered San Diego entrepreneurs and those in the industry, while the second season Schaeg went across the country and to Mexico to showcase individuals and teams pushing the industry forward.
“My mission was to amplify diverse voices in the industry,” Schaeg said. “I did that through my wine bar and when COVID happened, I decided to do that through television. It ended up working.”
Schaeg began her career in social service in education, but there was an itch she needed to scratch. Always a fan of wine and beer, she rolled the dice on herself and left her job to open Sip Wine & Beer in 2015.
Schaeg said her definition of failure “is not giving anything a try,” so she leaned on her academic background with a master’s degree in public administration and finance, along with her previous career experiences.
She said she was comfortable betting on herself because she could always find another job. Not that Schaeg isn’t busy as she teaches at Del Norte High School, runs the bar and hosts and produces “Fresh Glass.” She was also named to the Palomar College Governing Board in 2023, although she has since stepped down.
The business, though, was a hit and soon was wrapped in the fabric of downtown Escondido. She said the business was inspired by her travels, passion for wine and beer, noting wine opens a lot of doors.
Women and people of color don’t represent a high percentage of the industry, so Schaeg wanted to shine a light on those individuals making waves in the industry.
“I’m always working, and I might have several jobs, but the good thing is I love what I do,” she explained. “The common denominator is there are several things you need to do to chase your passion. Season 1 of the show … I invested my own money and thankfully it paid off.”
The show, though, was a partnership was born from a partnership between Schaeg and producer Theresa Hoiles, who previously worked with KPBS on “Reflect.” The two developed the show to amplify those voices not typically covered or showcased on TV.
The show aired first in 2022 with the second season running in 2024. As for KPBS, the show is a perfect fit, said Jill Linder, director of video programming and operations.
Years ago, the network pivoted away from non-news programming, she said, but KPBS returned to more non-news shows by providing seed money to local producers. The initiative started small as producers would complete a project and submit it to KPBS for review, and if approved, it would air.
Once KPBS Explore came into being about 12 years ago, those efforts ramped up to solicit and nurture local producers and content, Linder said.
“When we saw the initial pilot for the show, we like it and it was kind of an easy yes,” she added. “The show is essentially a lifestyle show that looks at wine and beer makers, and the idea of entrepreneurship, with folks in marginalized communities. She profiles folks who are in that space and what motivated them … and what their journey looked like, where they are today and the products.”
Schaeg said one component of the show was focusing on local operators and brands delivering a great product. The show is a result of the business, which at first she said took advantage of Escondido’s beer and wine scene.
She said it was low risk and the success is a result of residents turning out the bar and events. However, Schaeg has closed down her Escondido location for bigger digs — the San Diego International Airport in Terminal 1.
Schaeg said the airport location will open later this year once construction is complete on the renovated terminal.
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