Boulder, CO | Fine Dining / Hospitality Group | Wine Club Subscription

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Key results

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• Waitlisted from day one, with sustained demand across two pickup locations
• Consistently positive member feedback, extending Frasca's hospitality into members' homes
• Low operational lift, integrating seamlessly into a multi-concept hospitality group

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A branch above the door

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When Bobby Stuckey and Lachlan Mackinnon-Patterson opened Frasca Food and Wine on Boulder's Pearl Street in 2004, they named it after the informal gathering places that pop up across Friuli-Venezia Giulia during harvest season, where a branch above the door signals that everyone is welcome. Two decades later, that spirit of welcome has earned the restaurant a Michelin star, the 2025 James Beard Award for Outstanding Restaurant, and a reputation as one of the most important wine programs in the country.

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Carlin Karr has been part of that wine program since 2012. An Advanced Sommelier through the Court of Master Sommeliers and a Food & Wine Sommelier of the Year, Karr now serves as Director of Wine and Beverage for the entire Frasca Hospitality Group, overseeing programs at Frasca, Tavernetta in Denver, Pizzeria Alberico, and the group's newest concept, Osteria Alberico. Across all of them, a shared value of hospitality holds everything together.

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Growing beyond the dining room

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Frasca's wine program is built on trust. Guests trust Karr and her team to guide them through a list that spans Friuli and far beyond, and that trust has earned the restaurant Wine Spectator's Best of Award of Excellence year after year. But that relationship lived entirely within the four walls of the dining room. When guests moved away, traveled, or simply couldn't make it in on a given week, the connection faded.

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Meanwhile, the post-pandemic landscape had reshaped wine buying in ways that made a program like Frasca's harder to run. Allocations that were once reserved for restaurant accounts started showing up in retail. Experienced sommeliers left the industry. Guests who had spent more time at home were buying direct from wineries and exploring on their own. The expertise Karr and her team brought to the table was as valuable as ever, but extending that expertise beyond a single evening's service remained out of reach.

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Frasca's guests had been asking for it though. The desire for a wine-at-home experience that carried the same thoughtfulness and curation as a night at the restaurant was real. What Karr needed was infrastructure that could match the hospitality her team was already known for, without becoming a second business to manage.

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Curation at scale: a club takes shape

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In partnership with Table22, Karr launched the Frasca Wine Club, followed by a second club for Osteria Alberico. Both are built around the same principle that drives her wine programs across the group: genuine excitement about what's in the glass.

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Each month, Karr selects wines she is personally enthusiastic about drinking. The selections lean toward bottles that overdeliver for their price, wines that reward curiosity and work just as well on a Tuesday night with friends as they do at a more considered dinner. She plans months in advance so the curation never feels rushed, even at the scale the clubs now operate.

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Members pick up from two locations, and Table22 handles the system, communications, and logistics. Karr's team focuses on what they do best: selecting the wines and delivering the experience. The operational lift, she says, has been minimal.

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"It's been super easy to implement. The team at Table22 has been awesome to work with. The system itself is really user friendly. The pickup drivers are awesome. The whole thing has been really great for our teams."

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— Carlin Karr, Director of Wine & Beverage, Frasca Hospitality Group

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A waitlist from day one

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Less than a year in, the Frasca Wine Club has outpaced expectations. The club carried a waitlist from the very beginning, and demand has only grown as the team has layered on more members across both pickup locations. Karr can control when and how the waitlist opens, scaling at a pace that keeps the experience personal.

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Member feedback has been overwhelmingly positive. When subscribers do cancel, it tends to be for logistical reasons like travel or timing rather than dissatisfaction with the selections. Many of those members come back when they can. The engagement has the feel of a real relationship, not a transaction.

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For Karr, the club has also become an additional revenue source that fits naturally into the group's existing operations. There was no need to hire new staff or build new systems. The planning and strategy sit comfortably alongside her broader responsibilities as beverage director for a multi-restaurant hospitality group.

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When asked what she would say to a friend in the industry considering a wine club, Karr's advice is straightforward.

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"Just do it. Go for it, because it's an additional revenue source, there's so much help from the Table22 team, and the lift is very low. You just have to be good at planning and strategy. Outside of that, it's easy."

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— Carlin Karr, Director of Wine & Beverage, Frasca Hospitality Group

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The natural next step

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With a waitlist that keeps growing and two club programs running in parallel, Karr is in a position most wine directors would envy: predictable demand for thoughtfully curated selections, backed by infrastructure that stays out of the way. The Frasca Wine Club has given her team a way to extend the hospitality they're celebrated for into members' homes, on their own terms and at their own pace. For a group whose entire identity is built around making people feel welcome, this is the natural next step.

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