Where the mountains meet rolling vineyards, a quiet revolution is taking place in the world of wine. At the heart of this transformation is the Colorado Association for Viticulture & Enology (CAVE), spearheaded by its dynamic executive director, Cassidee Shull, whose journey from small-town roots to industry leadership is as inspiring as the wines the nonprofit champions.

“Establishing a presence in the wine industry in Colorado — a region not traditionally associated with winemaking — certainly presents its share of challenges,” Shull says. Her goal? To contribute to a vibrant Colorado wine industry that not only delivers exceptional wines but also enriches the community, supports the economy and preserves natural resources for generations to come.

For Shull, the road to the wine industry winds through diverse terrains, both geographical and professional. Raised against the backdrop of the Front Range, her early years were infused with the spirit of entrepreneurship, nurtured during a stint running a surf shop with her family in Costa Rica. This formative experience ignited a passion for business and community engagement, laying the foundation for a career marked by purposeful pursuits.

After returning to Colorado and completing her education at Fruita Monument High School and Colorado Mesa University (then Mesa State College), the call of the vineyards beckoned. Despite limited experience in viticulture, her entrepreneurial spirit and commitment to nonprofit work proved to be the perfect blend for CAVE, the state’s premier association for wine producers. At just 23 years old, she embarked on a journey to lead CAVE, driven by a vision to elevate Colorado’s wine industry onto the global stage.

Shull admits no two days are alike as she navigates the ever-changing landscape of Colorado’s wine industry. From orchestrating flagship events like VinCO and Colorado Mountain Winefest to advocating for legislative policies that shape the industry’s future, her role is as diverse as the terroir she represents.

But Colorado’s emergence as a wineproducing region hasn’t been without its challenges. From battling perceptions of insignificance to overcoming climatic hurdles, the journey to recognition has been arduous yet rewarding.

“Despite these challenges, Colorado wines offer a unique and compelling proposition compared to those from more established regions,” Shull says. “One of the most significant factors is Colorado’s diverse terroir, which encompasses a range of microclimates, soil types and elevations. This diversity allows for the cultivation of a wide variety of grape varieties, resulting in a rich tapestry of wine styles and flavors.”

Through strategic branding and advocacy, Shull says Colorado wines have carved a niche for themselves, celebrated for their diversity, terroir-driven flavors and pioneering spirit.

“A highlight of this effort was in 2017 when Colorado Mountain Winefest — CAVE’s largest fundraiser — was nominated by USA Today as one of the top 10 wine festivals in the nation. To our delight, it ultimately ranked number one, thanks to the overwhelming support from attendees, community partners and dedicated volunteers,” Shull highlights.

Looking ahead, Shull sees a landscape ripe with potential and promise. With an emphasis on collaboration, innovation and sustainability, she believes Colorado’s wine scene is poised for unprecedented growth and recognition.

“I anticipate continued expansion and diversification of Colorado’s wine offerings, with an emphasis on exploring new grape varieties, refining winemaking techniques and showcasing the unique terroir of our region,” she says. “As consumer interest in locally-sourced and sustainably-produced wines continues to rise, Colorado wineries will have the opportunity to differentiate themselves by highlighting the quality, authenticity and distinctiveness of their wines.”

Originally published in the Summer 2024 issue of Spoke+Blossom.

Who We Are: Cassidee Shull