In the world of luxury experiences, there’s nothing quite like the indulgence of sipping a very fine wine. And as consumers increasingly seek out wines that embody craftsmanship, heritage and a sense of place, premium wines become more than just an indulgence of flavour – they become vessels for storytelling.
By offering a series of boutique tasting experiences, Cascadia Liquor, with its 12 locations on Vancouver Island, aims to tell these stories, ultimately broadening the understanding of guests with varying levels of wine expertise, says Suzy Kirkland, senior marketing manager for Cascadia Liquor, which has been operating for close to 20 years.
These “stories in a glass” are revealed in Victoria by two experts on staff at Cascadia Liquor: Callum Heap, who holds a Wine & Spirit Education Trust (WSET) Level 3 Wines certification; and bourbon and whisky expert Jay Jordan, the only person in Canada with a Master of Bourbon certification through The Council of Whiskey Masters.
Between the curation expertise of Jay and Callum, says Suzy, Cascadia boasts an exceptional selection of top-notch and rare premium wines and spirits.
On the spirits side, whisky and bourbon have seen a surge in popularity as connoisseurs seek out small-batch, artisanal bottles with interesting histories, says Jay, who offers tastings that profile everything from the peaty, smoky notes of an Islay scotch to the caramel and vanilla undertones of a Kentucky bourbon.
“Our tastings guide customers through the world of whisky,” Jay explains. “Every bottle holds a secret, a story waiting to be told. It’s not just tasting; it’s uncovering the artistry and history in every sip. Watching someone’s eyes light up as they catch a hidden note or grasp the story behind a bottle – that makes it very exciting.”
On the wine side, Callum is a passionate advocate for the world of premium wines, and he is the face behind Cascadia’s The Cellar, which is a tasting service that can be transported to any space, including clients’ homes.
Callum’s wine expertise spans the globe, encompassing everything from the vineyards of Bordeaux to the sunny slopes of Napa Valley, and he can guide both seasoned collectors and those just starting a journey into the world of premium wines through the flavour profiles.
“For me, it’s all about discovery,” says Callum. “Helping someone transition from enjoying their favourite house wine to appreciating the nuances of a high-end bottle is a rewarding process. Sometimes it goes beyond the taste – because wine has this power to story-tell through its history, the climate, the aging process and the soils in which it was grown. These all come together to create something truly special.”
The Cellar experience is named for the cellar space at Cascadia’s Quadra Village store, where Callum often holds tastings. The area, located in the back corner of the store, offers a homey feel with a tasting bar surrounded by wood cabinets and a display of high-end wines.
“The tastings have a fun, engaging and relaxed atmosphere while people taste gorgeous wines and learn geography, history and the stories of the wines and winemakers,” says Suzy. “The participants are usually an eclectic group of Cascadia guests with a wide variety of knowledge.”
Whether it’s in a store setting or a client’s home, or through his weekly newsletter, Callum’s goal through The Cellar is to help buyers expand personal wine collections or find the perfect bottle for a special occasion – and ultimately, to walk away with a deeper understanding of what makes each bottle unique.
Callum says that for many people, the idea of moving from house wines to premium bottles can be intimidating, but it doesn’t have to be.
“It starts with curiosity,” he says. “Once you begin to understand the elements that make a wine exceptional – things like grape varietal, region and the winemaker’s techniques – you’ll naturally want to explore more.”
Guided tastings at Cascadia are an ideal way to introduce people to this world, adds Callum, who uses these intimate sessions to help demystify the complexities of premium wines by offering side-by-side comparisons that highlight the differences between everyday wines and those crafted with a higher degree of care.
“We focus on what excites the customer. These are impactful experiences designed to expand people’s palate and knowledge. You start to notice things like balance, structure and depth. These are the characteristics that set a truly great wine apart.”
In addition to the tastings, The Cellar offers personalized consultations. Callum works with clients to select bottles that reflect their tastes, lifestyles and long-term goals, whether they’re building a cellar for aging, stocking their home with exceptional wines for everyday enjoyment or looking for a gift for a wine-savvy friend or family member.
Callum even attends private events and does fine-wine tastings customized for the group.
Ultimately, says Callum, The Cellar brand at Cascadia offers a chance for consumers to taste wine and spirits that tell a story. It’s an environment that encourages exploration, learning and, most importantly, an opportunity to savour the sheer pleasure of wine.
“In a world where convenience often supersedes quality, The Cellar is a rare offering for Cascadia’s guests,” says Suzy. “It’s a great way to discover ‘stories in a glass.’”
Watch The Cellar website for notice of coming events and their locations.
This feature appeared in the December / January edition of Boulevard Victoria.
