Los Angeles, CA | Wine & Spirits Shop | Wine Club Subscription
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Key results
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• Saved from closure: The club was headed for shutdown due to workload before Table22 stepped in to handle the operational lift
• Two-tiered structure (Half Pour and Full Pour) gives members a low-friction way in, and an easy way to upgrade once they're hooked
• Consistent positive member feedback: subscribers repeatedly cite the wines themselves as the reason they stay

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From entertainment law to the curation counter

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Miriam Yoo spent nine years as an entertainment attorney before she opened Flask & Field, a natural wine and craft spirits shop in DTLA built on a simple conviction: everything on the shelf should be something she'd actually want to drink. The shop sources from independent producers making wine in small batches with high degrees of care and intention, and Miriam is candid that this is the whole point.

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"The core value behind our products and the team would be the love that goes behind both the curation and the products that we purchase," she says. "We focus on small producers who are making things in micro batches, the slowest way possible, with love."

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That philosophy extends to how she talks about the industry itself. Miriam is quick to admit that classic wine culture has earned its reputation for being a little know-it-all. What she believes sets natural wine apart, and what she's built Flask & Field around, is a different set of priorities entirely.

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"There's just more focus on humanity over commodity," she says.

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All in, or not at all

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Customers were asking for a wine club from the day Flask & Field opened its doors, and Miriam held off. She knew what running one well would actually require, and she wasn't willing to launch something half-hearted just to meet demand.

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"As a small business, it requires a huge amount of our mental, emotional and physical labor," she explains. "We don't want to do it if we're not all in." Once the club launched, that instinct proved right. Tasting hundreds of wines a month, researching winemakers and distributors, and picking selections that actually told a story was the kind of work Miriam wanted to do. Keeping the club organized week to week while running a small retail operation was another matter entirely.

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It got serious enough that Flask & Field nearly shut the club down altogether. Miriam is candid about it, noting that disorganization is something a lot of small business owners deal with while they're wearing every hat at once. The club had grown to the point where its administrative demands needed more dedicated attention than a small team juggling the rest of the shop could give it.

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Finding partnership to keep pouring

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Table22 gave Flask & Field the infrastructure to keep the club alive and make it sustainable, taking on the organizational work that had pushed the team to their limit.

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"The amount of support that we receive keeping us on track week-to-week, month-to-month with our goals and objectives, organizing communications with our members, is huge," Miriam says. "It really enables our small business to have a wine club, and we love that."

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We were actually at a point where we were going to stop the wine club altogether because of the amount of work. Table22 has been a complete game changer.

— Miriam Yoo, Owner, Flask & Field

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The club itself runs on two tiers. Half Pour members receive two bottles a month for $55, and Full Pour members receive four for $125, both built around the same curation process Miriam applies to the shop floor. Every bottle comes from the hundreds her team tastes each month, narrowed down to the ones that carry a genuine story about the winemaker, the distributor relationship, and the region behind the label. Members also get 15% off in-store and online year-round, early access to new releases, and a growing non-alcoholic wine option for anyone taking a break from alcohol or making it a lifestyle.

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That non-alcoholic category has become one of Miriam's favorite parts of the business to work on. What used to be a quiet Dry January detour has turned into a category she treats with the same seriousness as everything else on the shelf, and she anticipates her work there will continue to grow.

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Success in a second glass

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Miriam measures the club's success by what members tell her directly, and what they consistently tell her is that they love the wines.

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That feedback carries real weight given how she thinks about the category. A recurring monthly wine subscription is a hard sell in a moment when costs are high and attention is short, and Miriam knows it. So when her Half Pour members choose to upgrade to Full Pour, she reads it as the clearest possible signal that the curation is working.

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"It is the biggest compliment to us that our customers and our wine club members invest their time and money into trusting us to curate beautiful wines for them," she says.

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Because Table22 handles the operational backbone, Miriam is free to keep expanding what the club can be, from deepening the non-alcoholic lineup to continuing the deep dives into small producers that got Flask & Field noticed in the first place.

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Our platform, your curation. Welcome to the club.