In our latest At the Heart of the Community interview, we sat down with Jenna Briscoe, co-founder of This Is Wine School, to talk about the origins of the business, the role community plays in wine education, and why creating welcoming spaces for curiosity, learning, and connection matters now more than ever.

From breaking down barriers in the wine world to building a thriving community around shared experiences, Jenna shares how This Is Wine School is helping people engage with wine in a more approachable and meaningful way.

What inspired you to start This Is Wine School—and what felt missing in the wine world at the time?

The three of us who founded This Is Wine School all came through formal wine education. We completed the WSET Diploma, pursued additional certifications, and were fortunate to have incredible mentors throughout our journeys. Those mentors played a huge role in helping us enter and stay in the wine industry.

As we started thinking about what came next for our careers, particularly as we looked to move away from working full-time in restaurants, education felt like a natural next step. I had already been teaching WSET courses for several years, and all three of us had experience speaking at events and working with different wine organizations.

What we noticed was a gap in the market. There were plenty of opportunities for people pursuing formal wine education, but not as many options for people who simply loved wine and wanted to learn more without committing to a lengthy certification program. We wanted to create a space where someone could attend a one-night tasting on a Thursday evening, learn something new, and have a great experience.

Our roots are firmly in education, but we wanted to remove the pretension that can sometimes surround wine. We also felt a responsibility to continue the legacy of the amazing educators who taught us and inspired us along the way.

Maude and I actually met while completing WSET Level 3. She was working with Kelsey at the time, and over the years we became close friends. Eventually, the idea for This Is Wine School came together organically from our shared passion for wine education and community.

You talk about making wine more approachable. What does that actually look like in practice?

We believe that having some foundational knowledge can be helpful, but it's absolutely not a prerequisite for participating. If you're interested in wine, you're welcome.

Historically, wine has sometimes struggled to attract and retain people because there's this perception that you need to know something before you can even begin. That's not what we're about. Wine should be a way to connect, learn, travel, and experience new things—not something that makes people feel excluded.

Even for those of us who work in wine professionally, there's always more to learn. Nobody knows everything, and we're very open about that. We want people to see that curiosity is more important than expertise.

The more people we can bring into conversations about wine, the healthier and more vibrant the wine community becomes. Our goal is to create an environment where people feel comfortable asking questions, sharing opinions, and exploring something new.

How has community formed around This Is Wine School?

Community has become one of the most rewarding parts of what we do.

Every year, we host an alumni party for people who have completed our formal education programs. Over time, we've watched friendships form through classes, dinners, and events. Many of the people who attend have become a meaningful part of our lives and the broader community we've built.

We're also launching wine tours in Spain and Portugal, and some of the people joining those trips first met through our classes and events. It's incredible to see those connections continue beyond the classroom.

At its core, wine creates opportunities for shared experiences. It's similar to how people remember where they were during a major cultural moment or event. Wine encourages people to be present. It's a living, evolving thing that asks you to slow down, pay attention, and experience it in the moment.

That sense of connection and presence is what we're really trying to create. While education is a big part of what we do, our goal isn't simply to teach formal wine courses. It's to create space for people who are curious, interested, and excited to learn together.

What has the journey of building This Is Wine School been like?

In the beginning, we were told by some people in the industry that the market might be challenging, but that hasn't been our experience.

When we first launched, there was definitely some excitement around being a new offering. One of the ongoing challenges has been recognizing when a particular class or concept has run its course and when it's time to introduce something new.

As we've grown, we've also started thinking more about diversification. While we remain firmly rooted in education, so much of our brand has been built around the three of us personally—our expertise, our personalities, and our presence in the room.

We're now exploring how we can continue growing the business in a way that allows it to thrive beyond any one individual. How do we bring more people into the fold? How do we expand our impact while staying true to our mission?

It's interesting because when you're building a business, it's easy to become focused on growth and operations. Recently, we've been taking a step back and returning to our original mission and values, reminding ourselves why we started in the first place: to educate, connect, and build community.

Have you noticed a shift in how people think about wine and alcohol today?

I think people are becoming more intentional about what they're drinking, and I see that as a positive thing.

People are increasingly interested in where their food comes from, how it's produced, and who made it. My hope is that same curiosity extends to wine and alcohol as well.

It's certainly a challenging time for the global wine industry in some ways, but wine is deeply connected to food, culture, hospitality, and shared experiences. Those things aren't going away.

What I hope we're seeing is a shift away from simply consuming and toward being more thoughtful and engaged with what we're choosing to drink and why.

Why are partnerships and collaborations important to you?

We're always looking for opportunities to collaborate.

Some collaborations happen naturally, while others take time to find the right fit. For us, it's never about partnering for the sake of partnering. It has to align with our values, our educational philosophy, and what we're trying to create.

We receive offers all the time—from products, producers, and brands—but we have to be thoughtful about what makes sense. If something doesn't align with our mission, it doesn't matter how attractive the opportunity looks on paper.

At the end of the day, our classes are our classes. If a collaboration enhances the experience and fits with what we're already trying to do, that's fantastic. But our focus always remains on delivering meaningful educational experiences for our community.

Finally, what are your top wine pairing tips when it comes to protein?

One of the biggest misconceptions people have is that wine pairing is all about the protein.

In reality, preparation matters just as much—if not more. Is the protein grilled, poached, roasted, or sous vide? Those cooking methods can dramatically change the wine pairing.

The other thing people often overlook is everything surrounding the protein. What's the sauce? What are the side dishes? Are you serving broccolini, carrots, or something else entirely?

When I'm making a recommendation, I want to know about the whole plate, not just the meat. The accompaniments and preparation often have just as much influence on the ideal pairing as the protein itself.

My biggest advice is to think about the complete dining experience. That's where the most interesting and successful wine pairings happen.

A Community Partnership in Action

In June 2026, She Summits partnered with This Is Wine School and Two Rivers Meats to host The Butcher & The Cork, an evening dedicated to exploring the art of wine and protein pairing.

Held at Two Rivers Meats in North Vancouver, the event brought together community members for an engaging and educational experience featuring expert pairing guidance, delicious food, thoughtfully selected wines, and meaningful conversation.

The evening was a perfect reflection of what happens when passionate local businesses come together to create opportunities for learning, connection, and shared experiences around the table.

This Is Wine School