Today we’d like to introduce you to Ashley Hausman Lohmer.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
Back in 2008, when I was studying for my masters in English Literature at NYU, I was given a chance to work at the wine shop (knowing NOTHING about it!). But I wanted to learn. This would quickly become a lifelong obsession and a career. I worked in shops, sales, distribution, imports, and even winemaking over the years in Burgundy, Napa, and the Willamette Valley. I worked hard to attain my WSET Diploma in 2014 and went on to achieve the Master of Wine credential in 2017, joining only about 400 others in the world.
Upon moving to Stillwater in 2020, my mind went back to retail. I missed sharing the stories, joy, and purpose wine brings to our lives when shared with others and given context. Stillwater seemed the perfect place to bring another unique shop into the fold that could offer even more niche choices to those east of the cities. The folks of Stillwater have been so curious, excited, and wonderfully welcoming to this concept. The initial support has been really promising, and my family is so grateful to live here in this community. I have been enjoying networking with other small businesses in the area to bring some of these events alive.
So What has been in the making for over ten years? Our goal is to get to the core of why a specific bottle of wine matters. We pride ourselves in finding some of the most unique, meaningful, well-made wines on the planet. Wines that reflect sustainability, families, and universally shared feel-good values. Nearly all the wines are organic certified or practicing organic. We aim to make wine accessible to anyone and everyone who has a desire to learn more about life and things through the lens of wine. We want wine discovery to be intimidation-free, question-friendly, and engaging all your senses.
We offer an ever-rotating curated selection of wines from all over the world, but we specialize in figuring out what makes your palate tick with our custom wine packs. When we say that these are wines that might change your life, we mean that. Because in some way, shape, or form, they have changed ours. These people and their produce matter.
We all face challenges, but looking back, would you describe it as a relatively smooth road?
I began dreaming about retail space and even looking for some well over 10 years ago in the Denver area. It didn’t feel right at the time, and I still had so much to learn. Once I recognized that I didn’t want to put down roots in Colorado permanently, I deferred the dream for a bit. The pandemic offered another challenge when I first moved to MN.
Furthermore, I hoped that the community would be open to this concept of hand-selected sustainable wines that represent small, lesser-known wineries. I believe, though, that when you put your heart and intention in the right place with a good cause, some people will align with that mission. So I leaped.
Otherwise, the city, my landlord, my co-tenant (Sara’s Tipsy Pies), other nearby businesses, and above all neighbors have been incredibly supportive and welcoming. In that way, I am only too grateful for the parts that have been smoother sailing in light of the inevitable obstacles when starting up.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
A career in wine has taken me to some breathtaking spots in the world and it has connected me to people who have changed my life. I have gone from retail to sales, then import management and even winemaking in Burgundy, Napa, and the Willamette. Each has come with so many lessons that have given me the courage to even dream of starting a business of my own. I have had more mentors than I can count who have supported me every step of the way and a lot of encouragement over the years to invest in my education as well.
I truly love being a student. I have been that way since I was bitty. As I have gained in years, the real joy comes from taking that knowledge and sharing it in a way that is accessible and compelling for others as well – to bring them into the magic and context that wine promises. A bottle of wine represents the history, geography, families, values, science, biology, and so many other facets that many of us can relate to when we can get past thinking of wine as an elite pastime. When we see it as a connector and an agricultural product that brings people around a table to enjoy food, company, and the exchanging of ideas, wine can transport each of us.
I am on a mission to promote and elevate the changemakers in the wine world — those who go above and beyond in the vineyards and cellar to protect our planet and people. They are thinking about the future and how to preserve what we have through organic farming, fair wages, minimally invasive winemaking, and community efforts.
Is there anyone you’d like to thank or give credit to?
I have had a ridiculously rich support system over the years. If Little’s Liquors in Denver, Colorado hadn’t given me a summer job and taken a chance on me despite knowing nothing back in 2008, I may have never had the confidence to apply for a retail job in New York as I was finishing grad school. Little’s then helped assist me with my education.
I then had countless mentors in the industry take me under their wings, invite me to exclusive tastings, offer me travel opportunities, taste train with me, give feedback on essays, share their stories and wisdom, provide me with job experiences, and challenge me in different ways. They made a space for me at the table. Many have become lifelong friends.
My husband and his family deserve their paragraph. Sitting down with my in-laws last spring, they encouraged me to just do it. To fight back the fear and take a chance. They’d be here to catch me if I fell.
And I believed them. They have been so instrumental in helping me get this business launched. The entire family has spread the word and brought so many new customers through my door. My husband, Josh, has been there every step of the way helping me build it out, covering me if I need to leave and teach a class, or do any heavy lifting. He is amazing.
Contact Info:
- Website: www.sowhatwine.com
- Instagram: @sowhatwine
- Facebook: @sowhatwine
Image Credits
Laurie Schneider and Chelsea Marie Photography
