Houston, TX | Wine & Cheese Shop + Wine Bar | Wine & Cheese Club Subscription
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Key results

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• 2x membership growth in the first 90 days on Table22 — zero new hires, zero extra hours
• 75% of team time reclaimed from manual billing, refunds, late pickups, and patchwork marketing
• Expanded delivery reach across the greater Houston metroplex, well beyond the Montrose neighborhood
• Zero-waste production planning — pre-sell model means the kitchen knows exactly how much to make

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The neighborhood beacon

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Walk into Montrose Cheese & Wine on any given afternoon and you might find a wine rep camped out at a table taking appointments, a regular grabbing their daily bottle on the way home, or someone lingering for hours over a glass and a wedge of something perfectly ripe. That's by design. Owner June Rodil and her partners at Good Hospitality built the shop to function the way neighborhood provisions shops do across Europe: equal parts retail shop, curation counter, neighborhood bar, and cozy living room.

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It's the first concept from Good Hospitality, a restaurant group rooted in the Montrose neighborhood and driven by the belief that FOH and BOH should operate as one organism. June and chef-partner Philippe Richie built the shop around that philosophy.

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The shop's wine program is accessible but never dumbed down. Tasting notes describe not just what a wine tastes like but how it might feel — a bottle for a broody evening by the fire, or a pairing that makes a Tuesday night feel like a celebration. It's a winning approach that's helped Montrose Cheese & Wine build exactly the kind of loyal following that independent shops dream about.

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The neighborhood ceiling

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But this loyal following had a very local limit. Guests associated the shop so closely with the Montrose neighborhood that many across Houston's sprawling metroplex didn't realize it could be theirs too.

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Existing members would ask about gifting subscriptions to family in the suburbs, but there was no efficient way to fulfill beyond the immediate area. Meanwhile, the team was spending 75% of their time on the operational grind of running the club — managing membership requests, manual billing, processing refunds, chasing late pickups, and squeezing in marketing when they could. The curation that made the club special was getting crowded out by the logistics of keeping it running.

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June knew the curation was the "easy" part. Her team pairs wines and cheeses daily, so that muscle was already built. What was missing was the operational backbone to scale it.

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Two tiers, one philosophy

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Working with Table22, Montrose Cheese & Wine launched a two-tiered wine and cheese club designed to meet guests wherever they are on their wine journey. The Scooby Snack — June's term for a taste that leaves you wanting more — delivers three wines and one cheese, often themed around a region or a single grape explored across styles. One month might be Chardonnays from around the world, showing how diverse a familiar varietal can be. Another might pair Port with Stilton, a pairing so classic it's foundational.

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The Advanced Course — named with a nod to the Court of Master Sommeliers — goes deeper with six wines and two cheeses. Themes get exploratory: all ten crus of Beaujolais, a full lineup of skin-contact orange wines, bottles exclusively from women winemakers, or second-generation producers. For Halloween, June runs a "Black and Orange" club, with inky, dark reds alongside orange wines to mark the turn of the season.

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Every selection ships with tasting notes written by the shop's cheesemongers and sommeliers, designed to recreate the experience of standing at the bar and having someone walk you through what you're drinking and why.

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Table22 handles the logistics that make the rhythm possible: billing, delivery coordination across greater Houston, marketing support, and a centralized portal where members can manage subscriptions and browse add-ons. That infrastructure freed the team to focus entirely on curation.

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"Table22 has been an amazing partner with our business and our brand. It really logistically assists us to do what we do best, which is curation."

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— June Rodil, Owner, Montrose Cheese & Wine

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From neighborhood shop to Houston staple

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Since partnering with Table22, the club has doubled its membership in 90 days — with zero new hires and zero extra hours. The operational weight that had consumed three-quarters of the team's time simply disappeared into the platform, freeing June's staff to do what they were hired to do: curate, educate, and host. The delivery infrastructure gave Montrose Cheese & Wine reach across the entire Houston metroplex, turning what had been a neighborhood-scale operation into something with a regional footprint. June sees it as a proving ground: if they can build loyal subscribers in The Woodlands or Memorial, those might one day become neighborhoods for new locations.

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The platform also unlocked seasonal and holiday revenue. For Thanksgiving, the team leaned on pastry chef Samantha to develop holiday packages (including a gooey butter pie she'd never made before) — all pre-sold through Table22, so she knew exactly how many to produce. New Year's Eve brought champagne and caviar kits with house-made accompaniments. These specials go to club members first, reinforcing the insider feeling that keeps retention high.

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What June values most, though, is the data. Table22's platform lets the team see purchasing trends for individual members. That intelligence powers the kind of hospitality usually reserved for Michelin-starred restaurants: anticipating what a guest wants before they ask, surprising loyal members with branded merchandise, turning a cold interaction into a warm one.

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"When you take the time to learn about the guest before you even start talking to them, it's very special. The platform allows you the data to do that."

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— June Rodil, Owner, Montrose Cheese & Wine

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The flywheel effect is real. Members who discover the shop through subscriptions start booking the space for cocktail parties and book launches, then cross over to Good Hospitality's other restaurants. The subscription doesn't replace the in-store relationship — it multiplies it.

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Expanding what's working

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June is already thinking about what else the platform can carry, like house-made salts from partner farms, sauces from the restaurant concepts upstairs, or even catering packages. The vision is to evolve from a wine and cheese club into a full provisions platform that delivers the spirit of the neighborhood shop across Houston.

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The foundation is hospitality, the formula simple: provide consistency, and guests will return it.

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Your vision, our platform. Welcome to the club.