New York Champagne Week & The Fizz is Female Founder -Blaine Ashley
Good ideas are common – what’s uncommon are people who’ll work hard enough to bring them about– Ashleigh Brilliant
Recently, I had the wonderful opportunity to interview Blaine Ashley about her wine journey from VIP Event Marketing to female owned New York Champagne Week and the Fizz Is Female. A self-made, hardworking woman, Ashley dictated her destiny the only way she knew how - by taking chances and surrounding herself with a strong female community.
Life is a series of choices we make and the journey it takes us on. Dive into the deep end and swim vigorously. As a Honolulu,HI native where tourism is the main industry, it was natural that her career would be in hospitality. She advanced quickly in levels of event planning responsibility and her reputation as the “Hostess with the Mostest” flourished to head VIP Marketing Events at the W Hotel. Champagne was an integral part of the events. Working five to six days per week, she was extremely disciplined in her career advancement and remained focused on the ultimate objective, starting her own creative market to sell experience. She thrived in the organization, marketing, and logistical challenges of each and every event, seeing it come to fruition and ultimately bringing happiness to all guests. The nightlife, glitz, and partying didn’t interest her. She ate, slept and breathed marketing. Her focus was on success, taking risks and presenting her ideas without hesitation. She had achieved her goals in Hawaii, it was time move on to her next adventure.
Her next leap of faith took her led her to New York City in 2010. She took control of her future with this daunting step, but she faced the challenge head on. She created liquor-esque online platform called citysips.com. In tandem, she began writing a monthly column for Tasting Panel and Destinations Travel, called Sipped’n Scene and Jet Set Sip respectively. Gaining a following and becoming known as the “city guide for sips.” During the era of Absolute Vodka and the like, it began as a column devoted to spirits which organically grew into wines and particularly champagne. Her passion was fueled by her followings interest in her unique ideas and the takeaway experience she brought to each client. Her champagne “AH-HA” moment came at Vin Expo Bordeaux one afternoon when a sommelier friend, who was opening a champagne bar in Sweden said, “We can only drink champagne for the next few days (the event takes place over 3 days in buildings the size of football fields!) .” She was amazed at the amount of unknown champagne houses and growers she met who were very eager to enter the US market. Her goal was clear, to bring together these producers with her US media and trade audience, restaurateurs and beverage directors. By doing so, champagne houses would have the opportunity to enter the ever growing American market. New York Champagne Week was born and launched in 2013.
There were many challenges to be sure. At the time, the wine industry as a whole was very male dominated. She was often perceived as the assistant, not the marketing leader. She persevered and continued to build relationships. Yet every step forward she took, she took 3 steps back. One fateful day, she had a champagne and caviar event planned for a group of women. It was coincidentally the day after Donald Trump was elected president. The venue was a stones throw away from Trump Towers. No one was able to access the location or was in a very festive mood. No one came to the event, it was a complete failure. Chalk it up to dumb luck and bad timing, she felt that the cards were stacked against her. She was devastated, deflated. Doubt crept in, is this what she should be doing? Is it worth the effort, the frustrations? The following day she hosted a women in wine lunch and we wrote the future is female on the chalkboard. She paused and exclaimed ‘The FIZZ is Female’ and launched that platform the following year in 2018 (we’re celebrating 5 years this year) . New York Champagne Week took a pause that year due to the lack of support from brands predominantly led by men. She felt that women weren’t being given their voice, they lacked loyalty and respect from the industry. She decided to branch out her champagne lifestyle brand to focus on women, as inherently they are more receptive to new ideas and collaborations. The FIZZ Is Female’ shines a spotlight on leading ladies in the bubbly wine biz and celebrates sparkling wine made, owned and/or led by female powerhouses from around the world. In 2016, her focus on all things bubbly awarded her a nod in Wine Enthusiast magazine as a 40 under 40 Tastemaker where she was aptly dubbed ‘The Champagne Queen’.
What do we have to expect from this year’s 10th anniversary of New York Champagne Week?
With a twinkle in her eye she said, this year promises to be very special. Each and every year is unique to allow each brand or portfolio their moment to shine. She does her best to keep the events innovative and fresh for her customers with unique concepts. This year’s her focus has been on pop ups throughout the US, including Phoenix, Birmingham and LA in preparation for the 10th anniversary of New York Champagne week from November 6th to 11th. The upcoming four events will be equally impactful. Night One will be A Toast to 10th Anniversary VIP Night. Night Two Pig & Swig, a night grower champagne selections with co-host Kelly Mitchell of Skurnik Wines & Spirits whereby popping bubbly alongside a whole roasted pig and anti pasti selections. Night Three Bold Babes Bold Bubbles with co-host of Iola Wines, Marilee Bramhall exploring some of the most talented female vigneronnes sourced by Bramhall herself as she spotlights curated cuvées. Night Four Big Bottles Big Difference event in collaboration with BLACKBARN Restaurant’s Chef/Owner, John Doherty benefiting his foundation, the Heavenly Harvest Foundation. Guests will delight in TEN magnum bottles from exemplary champagne brands.
I asked Blaine what champagne would you treat a dream guest, and why?
She laughed and said this will sound ridiculous but my champagne choice would be Champagne Salon with the Dalai Lama. He would impart such wisdom, peace and awe. It would be a spiritual moment as much as a glass of Salon champagne.
What does the future hold for Blaine in 2024?
A big focus on multi city pops and the launch of more private labels as she is determined to bring the New York Champagne experience to burgeoning markets, such as Birmingham, AL. Partnered with the Graduate Hotels across the country to further promote and sell the champagne category via several pop ups in these new markets. Working closely with the hotel beverage director and chef to curate a fresh champagne list and culinary experience. New York Champagne week is market to sell and a relationship builder. The return on investment is real, the relationships forged through these pop ups is invaluable.
Having successfully launched Bulle de Rêve in 2016 and Lokē Rosé in 2018, she revealed the launch of two new private labels. The first a partnership with dear friend and sister entrepreneur, Cara Alwill of @thechampagnediet. The second a Blanc de Blancs champagne named Étoile Montante (Rising Star). It's a tribute to the Fizz is Female and the ascension of an idea, whether that’s in business or our personal life. The partnership will be revealed at the night four of New York Champagne Week Big Bottles Big Difference.
At the end of our interview, I asked Blaine if she had any advice for women in the wine industry, either the next generation or those who are transitioning into the industry from other careers. She said, exercise moderation because as a woman, you will always be judged. Secondly, seek out female mentors as I did, the principal being Rita Jammet, of La Caravelle Champagne and former, iconic New York institution La Caravelle Restaurant. We have a very special relationship, she took me under her wing when I was new to New York. I consider her a mentor, the most humbling woman I know and, as a dear “lovely” friend. Annette Alvarez-Peters and Cecile Bonnefond also played very significant roles as mentors in my career. The key is to find your pack and build a community that will support your journey. Always stay humble, no matter the size of your success.
Blaines’s words struck a cord with me. As a woman in the wine industry, we face many hurdles but it's important to continue to promote our ideas and not let that glass ceiling stop us. It was an affirmation to continue to surround myself with people who will challenge me and lift me higher than I ever imagined.
