About
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. 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 really matter.
A Note on Inclusivity
So What is a unique space situated on a tiny second level space on the South Hill. We hold limited hours and seek to connect in spaces out in the community -- both physically and virtually. There are many benefits to a small space in order to accomplish big things. But we don't want that to be a limiting factor for any of our customers. If you are experiencing any temporary or permanent condition that makes accessibility to our shop or classes a challenge, we want to know how we can assist you. Whether that is reserving a parking spot, delivering your wine, or finding a way to connect in person or online so you have an opportunity to sit down and inquire about our products or club offerings in more detail, we want this space to feel open to anyone and everyone that has curiosity, wonder, and appreciation for wines that are made with care and compassion for all living things from the soil to those who consume it.
About the Owner
Ashley got her start back in 2008 when stocking shelves on the upper East side to pay for her fancy graduate degree in English & American Literature at NYU (yes, she is still paying for it to this day). She moved to Denver to establish her career and learn as much as she possibly could about this magical world that provided an inlet to other cultures, history, science, economy, agriculture, global cuisine, and community. She attained her WSET Diploma in 2014 and then, in 2017, Ashley became one of only about 400 Masters of Wine in the world (the only one in the North Star State) through the Institute of Masters of Wine.
Ashley has done a little bit of everything from retail and distribution to imports and academia. Her favorite, though, has been getting her hands dirty winemaking in Burgundy (Domaine Dujac), Napa (Screaming Eagle), and even trying a little of her own in Willamette among friends. She moved to Stillwater in 2020, and is thrilled to be able to finally get to know the community better through her favorite beverage. It's her life dream to have a small little shop where she can teach classes and build tailor-made wine experiences for her neighbors near and far. For now, she is a bit of a one person show (with a lot of help from her husband Josh!), but she hopes to grow her tiny So What team over time.