Today we’d like to introduce you to Ashley Skubon
Hi Ashley, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I didn’t realize it then but the concept of SNOOTI began as a passion project in my kitchen when I moved to Austin in 2013. I had a lot of time on my hands after work being in a new city and not knowing many people so I spent my evenings opening up a bottle of wine and experimenting with recipes. I quickly became fascinated with pairing wine and food and started a blog to share my journey online. As my community grew in Austin, I began hosting regular dinner parties to share my recipes and wine pairings which is when everything changed for me. I saw firsthand how my friends would light up when I introduced them to a wine or varietal they had no idea they’d like. It hit me that the entire experience around wine and a little education was what mattered because it opened their minds to new possibilities.
That curiosity led me to explore wine regions, visit vineyards, and immerse myself in the art and history of winemaking. I decided to formalize my love for wine and pursue Wine & Spirit Educational Trust certifications which gave me the confidence to begin hosting luxury wine tastings around Austin. Over the last 3 years, we’ve hosted countless private events from Champagne sabering birthday celebrations, VIP client tastings, to pop-up events at the hottest new restaurant in Austin.
We all face challenges, but looking back would you describe it as a relatively smooth road?
The journey hasn’t always been smooth, but it’s been incredibly rewarding. One challenge has been balancing SNOOTI with a full-time career, which requires a lot of time management and energy. The late nights and working on the weekends come with the territory and I had to make a lot of tradeoffs in my personal life, especially during the first couple of years when I was a team of one.
Another struggle was establishing credibility as a new business in an industry that can feel exclusive. It challenged my confidence being the newcomer to wine and not having the same credentials or experience as others. I decided I couldn’t let that hold me back because I believed that what SNOOTI stood for was what the wine industry needed more of. I focused on building relationships, creating community, telling the story behind the brand, and made each and every event better than the last. Focusing on what I could control and consistently putting myself out there has really paid off.
Alright, so let’s switch gears a bit and talk business. What should we know?
SNOOTI is a luxury wine-tasting service and event company in Austin, Texas. We specialize in creating intimate, unforgettable wine experiences that combine education, storytelling, and handpicked boutique wines.
What sets us apart is our commitment to community and approachability. All of our wine professionals are women, and we proudly represent a diverse perspective in the wine world. We also love partnering with local businesses—from chefs and charcuterie artisans to florists and designers—to craft experiences that reflect the vibrant Austin community.
Our wine selections come from small, boutique wineries, often featuring organic and biodynamic practices. You won’t find these bottles at your local store, and we pride ourselves on creating events that surprise and delight.
I’m most proud of how we make wine fun and approachable without losing the sophistication it deserves. Our events are elegant yet relaxed, designed to help guests discover new wines and create lasting memories.
Can you talk to us about how you think about risk?
Entering the wine world as a complete newcomer was a significant risk. The events we host are high-cost productions, and early on, I found myself overspending to deliver exceptional experiences that embodied what SNOOTI stands for. I even dipped into my personal savings to ensure every detail was perfect, from the wine selection to the ambiance, because I believed in the brand’s vision and wanted to make an unforgettable impression.
At times, the financial strain was daunting—there were moments when no money was coming in, and I questioned whether the risk was worth it. But my passion and love for wine, as well as my commitment to making it approachable and exciting for others, kept me going.
I’ve learned that risk-taking often comes down to betting on yourself and your vision. Even when it’s challenging, the rewards of creating something meaningful and sharing it with others far outweigh the uncertainties. Plus, it’s fun to see who you become in the process of chasing your passions.
Contact Info:
- Website: https://snooti.co/
- Instagram: https://www.instagram.com/snooti.co/
- Facebook: https://www.facebook.com/Snooti.co/
