Geeking out with Crush It!
Learn a thing or two from the gals of Crush It Wine Education
This issue features two absolute wine rockstars, Allie and Julia, of Crush It Wine Education. They both have a wealth of experience and knowledge to share! And, as always, we’ve uncorked a delightful bottle of wine and listed some fantastic events to round out your April.
Interview with Crush It Wine Education
After sitting down with Allie and Julia, creators of Crush It Wine Education, we decided they are our wine fairy godmothers. They can teach you relevant and interesting information through their podcast episodes and live virtual classes. They can help you purchase wine for your next soirée through their wine shop. And they can even help you plan and host that soirée! Bibbidi bobbidi boo, Crush It has your back for all things wine and we are happy to introduce you to them in this week’s interview. Enjoy!
Q: Why don’t you introduce yourselves and tell us how you each got into wine?
Allie: I'm Allie, I grew up in Santa Barbara in a wine family. My parents were part of a home winemaking label up on Mountain Drive. It was one of the first home winemaking operations here in the county.
My dad had a business in Santa Barbara called Wine Keeper, where he built wine storage, cabinets, and all that stuff. He was tangentially in the wine industry but ended up being really good friends with Sanford of Sanford and Benedict. One of my parents first dates was helping plant the Sanford & Benedict Vineyard. So I have been deeply involved in wine my whole life. I was on my dad's shoulders at three years old demanding to taste the barrels. I definitely had a very different experience growing up, compared to the average kid.
As an adult I ended up in school in LA, but I would come home every summer. When I turned 21, I needed a summer job and tasting rooms made the most sense. That’s when I started working for Margerum and Au Bon Climat. Then, once I finished college, I did not want to stay in LA, so I moved back to Santa Barbara. I thought, “Well, I like wine. I can do this. This can be my thing!”
Julie: My path was a bit more windy. I did not grow up in a wine family. My mom still drinks boxed wine. She thinks my taste is too hoity toity or fancy and my dad was more of the cheap Scotch type of guy. In college I was studying science and the plan was to go to medical school, but I didn't end up doing that. When I turned 21 I found a wine store called High Time Liquor. I bought a book from there called “How to Taste Wine” and I just started buying wine on their weekly specials and tasting it. After my 21st birthday I came to Santa Barbara and I went to Curtis Winery. I asked 100 questions and they're like, “Are you in the wine industry?”
I was like, “No. I have no clue about any of it.”
Years later, I was in the Peace Corps and we were playing this game where you had to say what you would do for a living if you weren't doing what you were currently doing. My first thought was, “I want to be a winemaker.” I was maybe 25 or 26 at the time and I had no idea how to make that happen. But I ended up going to France and I got to do a vintage in Bordeaux and that was it, I was hooked.
When I came home, I worked my way toward the wine industry. Being a science nerd I decided I'd wanted a master's degree and studied in Switzerland. It kicked my butt. When I came home I started working for Allie in tasting rooms. I would do a vintage every year in different wineries. I worked in probably 10 different wineries around the Santa Ynez Valley. But I started making my own wine almost right away in small batches. A barrel here, a barrel there. Eventually I landed where I am today. It took me 8 to 10 years to get into the wine industry officially, but took me most of my life to get here.
Q: How would you describe Crush It? You both seem able to juggle a lot within the brand.
A: That's a great question. It’s always something we're trying to refine. We consider ourselves a full spectrum wine education company. Our first goal is wine education, and to get people to be more comfortable in wine in casual settings. We're not trying to certify anyone to be Sommelier or give you a certificate or anything. We just want normal people who are interested in wine to be able to learn a little bit more about it and to feel comfortable talking about it.
We think the wine industry can be very intimidating and closed off if you're not part of it. There's a lot of vocabulary that goes along with it, there's a lot of big words, and if you don't know what people are saying it's really easy to say, “This isn't for me.” We do a bunch of different stuff in service of that, which is why it's hard to pin down, but getting people comfortable with wine is the overarching theme. We also have an online wine store where we very purposefully pick different wines, with the intention of introducing people to something new. The education comes with those bottles in the form of classes, events, and podcasts.
Q: How did you both come up with the idea to start Crush It?
Julie: Allie and I were working in a tasting room and we naturally had a lot of downtime. One day I was toying around with the idea that people just really need a little bit of extra wine education and they'd be happier and more functional with wine. We were kind of tired of saying the same thing over and over again. So I went to Allie and asked “Would you be interested in starting a wine education company?” And she immediately said, “Yes.”
Allie: We had a very slow start for what the company would be and what it would look like. We struggled early on to define where we would fit in Santa Barbara and how we would do what we wanted to do.
It took a while to conceptually test out different things. We tried different classes, different formats. Being a teacher is a huge skill and neither of us are trained as teachers. So it took a while for us to figure out how to be most effective.
Julie: We've approached it in many different ways. You can experience something in person, listen to a podcast, you can reach out and interact with us, or do classes online. And I think that's the difference…we're not just throwing out vocabulary or producing Instagram content. We want a more concrete version for people to engage with learning.
Allie: When we first started taking Crush It very seriously, we had a bunch of different in person classes lined up in early 2020. COVID hit and we realized quickly that that was not happening. So we pivoted and switched to remote classes. We were partnering with our friends, Aaron and Geena, from Wine Cult because we didn't have a wine license at the time. They could sell the wine we featured and so we did classes with them throughout all of 2020.
In 2021, we started thinking about the podcast more because we liked the format. That was always something we had in the back of our minds, to establish ourselves locally first with classes and then expand with the podcast.
Q: Do you have a favorite episode of your podcast to date?
Allie: I really like our Rioja episode. I had just gotten to visit a winery there, so I liked their story and how it was a little more personal. I also just think that it is a really cool winery. It was R. López de Heredia. I listened back to that episode and I was like, “This was a good episode. I like it.”
Julie: I like our orange wine episode because I think it was one of the most informative. It's one of the most popular episodes we’ve had. It was a cool concept to touch on and I enjoyed doing some research about the the ancient ways wine had been made. There's just so much history the more you dig in. It includes the Romans the Phoenicians and it shows how everything is cyclical.
Allie: In general, I like our podcast because it makes the content more approachable. We have a whole list of topics that we're going to do next. We have a good idea of why we want to talk about certain concepts, but then we actually have to research an episode and find stories that are interesting. And I feel like we get to learn a lot in the process as well. I don't know everything about everything, right? It's a fun way for us to to learn more and it sinks in more than when I was studying for my Somm test.
Q: Beyond the podcast and wine education focus, you also make your own wine correct?
Julie: One harvest, the winery I was working at had some leftover grapes. So I asked if I could have them and took two white trash cans filled with the grapes in my car. I strapped them in the back of my Volkswagon and drove them to my friend’s garage in Santa Barbara. We foot stomped them with yellow jackets flying all around us.
Then there was some Syrah that was literally going to be dumped down the drain and I said again, “Can I take that?” So I filled up the trash can again, drove down the 154 with the trash can full of liquid, and I made it, mostly in-tact. These were my first projects that were all on my own. And the wine didn't suck, it was actually pretty good. Every year after that, I tried to make something. At some point we started buying grapes by the half ton and started doing little projects.
Q: Do you have any favorite regions or varietals that you’re partial towards?
Julie: Germany and Champagne come to mind. We tend to like the same wines.
Allie: I don’t know if I have a favorite. I love Italy and Italian wines. Lately I’ve been gravitating towards high acid, white wines. I’ve really been liking Chenin Blanc.
Julie: And we’re able to produce some great Chenin out of Santa Barbara. Jurassic Park and Camp 4 vineyards have some great Chenin. And there's different styles: skin contact, very austere, more approachable. I think the first Chenin Blanc I ever had was from Jurassic Park. Carbonic wines are also really fun. I enjoy them because I don't drink a lot of heavier reds in general. They’re chillable and easy. You can drink them anytime and they are carbonic wines in all different varieties. You can have a Sangiovese or Cab Franc or even a Pinot.
Q: A hot topic issue within the wine industry has been the steady decrease in wine consumption, specifically with younger generations. Do you see Crush It helping to reverse that trend?
Allie: I see a lot of younger people just straight up not drinking alcohol, which is a really interesting trend. I do think education plays a huge part. And I think part of what we're trying to do, and what a lot of people are trying to do, is make the wine industry less stuffy. We want less of the stereotypical older white men in their cellar pulling out first growth Bordeaux's and thinking that’s the epitome of good wine. Our whole concept is that you can drink what you like, and let us teach you a little bit along the way so that you have some sort of arsenal and confidence going out and looking for wine.
Good wine doesn't have to be crazy expensive. Good wine doesn't have to be something that's in a dusty cellar that costs $400 a bottle. It can be whatever you want it to be. You can buy a bottle for $15 and open it with your friends on the beach. It doesn’t need to be a grand experience. This is why I think more producers are putting good wine in cans. I think that makes it seem more accessible and more casual. Wine doesn’t need to be so revered and fancy. It's just a beverage.
Also, if you're trying to be more mindful of your consumption then wine, to me, is the best way to do that. Find the one you really like and rather than just throwing it back, learn about it. There's so much to learn with wine and so many interesting stories with wine.
Julie: I think it's about bridging the gap. I work with a lot of younger people and they like to drink, but they like kombucha or maybe a seltzer. Even though they're going to get drunk, they are thinking about their health a little more. They're thinking about lower carbs or calories. They're thinking about how much they're taking in. And that's again, back to knowing what you're getting.
Some of it is monetary as well. I can go have a beer at the brewery for $5 or $6. Not all people can afford to go taste and explore wine. So how do you access that new market?
Allie: The wine industry as a whole is lacking in any sort of outreach to new consumers. Why aren't you interested in wine? Why aren't you coming in for tastings? How can I make my brand more accessible?
A lot of other alcohol industries, like beer for example, have collective groups that are lobbying on behalf of their industry. They have agencies that are a conglomeration of brands, all spending money towards that initiative. The wine industry does not have that and is falling behind because of it.
Q: What’s on the horizon for Crush It that you’re excited about?
Allie: We want to get the word out more, build our community, and keep doing what we're doing. We are going to have some more digital products coming out…more online courses so there's a way for people to learn on their own schedule!
Julie: We want to be an access point for people that are curious and want to learn. I would really like to be that person that I wish I had when I was 21. There's a lot of information online. But I think what makes us unique is that we have a very diversified perspective.
Allie: We’re focusing more on our Wine Society, it comes with three bottles of wine. The Wine Society is an easy way for someone who's 21 and doesn’t even know where to start to get into wine. We're trying to have more entry point products that allow you to start tasting wines and have a little adventure at your local store.
Q: Lastly, what’s the best way for people to support you?
A: I think a good way to support us is to follow us on social media. But also check out our website, which is crushitwineeducation.com, and get on our mailing list. You’ll find out about what events we are doing and any new things that are coming out. And if you do nothing else, please follow our podcast!
Huge thank you to Julia and Allie for taking the time to sit down and chat with us. Be sure to follow them on Instagram, check out their podcast, and see what events they have coming up.
Uncorked
Casita de Bravo Chenin Blanc
Husband and wife duo, Megan & Fabian Bravo, aim to express their home of Santa Barbara County through their wines and this Chenin Blanc is the perfect example of that. It comes from Tres Hermañas Vineyard and was hand harvested, with love.
Nose: jasmine, Meyer lemon
Palette: white peach, pear, crisp minerality
Pairs well with: lemon garlic chicken thighs
Available at: Los Olivos Wine Merchant & Cafe, Clean Slate Wine Bar in Solvang
What’s Happening
Meritage Spring Grand Tasting: “There have been some fantastic bottles that we've come across recently that are just so good we want everyone to taste them! We're pulling around 60 of these wines for you to try at this open-house style, walk-around tasting accompanied by food and live music!” Join the party for $75/ticket at SOhO Restaurant & Music Club in downtown Santa Barbara on Saturday, April 20th from 12-3 pm.
Natural Coast Festival: Fancy exploring the natural wine scene up and down the coast? Join Satellite SB for their second annual Natural Coast festival featuring wineries from Paso to Santa Barbara (including quite a few folks we’ve interviewed!). Tickets are $65 and the event will be hosted at their second location on Haley Street Saturday April 20th.
Taste of Pismo: “The 19th Annual Taste of Pismo will be held on Saturday, April 20th from 1:00 - 4:00 pm. This annual event is the premier culinary, wine and beer event on the Central Coast.” Leave the pets and kiddos at home for this one and enjoy a date out. Tickets are $125/person.
Alamar Wines Grand Opening: Enjoy music, small bites, and wine at the grand opening event for Alamar Wines in Paso Robles on Saturday, April 20th.
Rosé the SLO Way: “Mark your calendars for the 3rd Annual Rosé the SLO Way – the ultimate pink party! Join us at Hotel SLO’s Garden Courtyard for a celebration of the latest vintage of Central Coast Rosé. 20 premier Rosé wines will be available to sample along with delectable savory creations. Best of all, proceeds from the event go to support Woods Humane Society and Cal Poly Scholarships.” Sunday, April 21st from 1-4 pm for $150/person
Folded Hills Earth Day Hike and Tasting: “On Sunday, April 21st, join co-owner and founder, Kim Busch, for a special Earth Day hike. Starting at 9:30 am at our Farmstead, this fun morning will include a meet and greet with our new baby piglets, feeding the animals, and a little farm education. From there, we will head out on a casual hike! We will end at the private lake on the ranch to enjoy a tasting of newly released Folded Hills wines accompanied by light bites.” This event is in Buellton and is $60/person.
Magical Mystery Tasting: Hosted by Coast Range in Solvang, join in on this celebration of local chefs, wine, breweries, and other libations. Tickets are $130 and include food and wine. Happening Tuesday April 23rd from 5-8PM.
Angel Oak Wine Dinner: Ball out at the Ritz-Carlton Bacara in Goleta with a winemaker dinner featuring Matt Dees of The Hilt and Jonata wines. Angel Oak restaurant has crafted a luxurious food experience to pair with your wines. After tax and tip this event comes out to $251.06/person and it takes place on Friday, April 26th at 6:30 pm.
Mini Music and Wine Fest: SBWE presents an epic one day festival featuring 3 local live bands, Kessler-Haak world class wines & smash burgers by Clean Slate Wine Bar! Get ready to boogie at Kessler-Haak Vineyard in Lompoc on Saturday, April 27th from 1 - 5 pm. Admission is $28/person and a portion of all proceeds go to the nonprofit Veggie Rescue.
Annual Vineyard Hike at Zaca Mesa Winery: “Stroll along the roads, weave through our vineyard, and learn more about our estate history and winemaking legacy. Afterward, relax at our Grenache Blanc vineyard back at the winery for a complimentary wine tasting, with lunch available for purchase from Fire Brick Pizza. We encourage you to bring along your pets, too!” Sunday, April 28th from 10 am - 1 pm for $40/person
Charcuterie Workshop & Tasting: “Elevate your culinary skills with Woodin You Like To Party's Charcuterie Class! Plus, savor the experience with three wine pairings tailored to complement your creations.As a delightful bonus, you can take home your expertly crafted board, complete with the etched Rancho Sisquoc logo, as a cherished souvenir!” Head to Rancho Sisquoc in Santa Maria on Sunday, April 28th at 11 am and learn a new hosting skill for $68/person.
Cheers!