Wine on the Fly — Sophisticated St. Louis

A new wine subscription service aims to create adventurous oenophiles through education and exclusive partnerships.

by Claire Williams / Photos courtesy of Fly Wines

In 2020, while participating in a socially distanced wine tasting with a friend, Stephanie Franklin began tasting through bottles of her kit and thought, "Yikes, this is not good." As Franklin put down her glass, a question arose in her head: "Why can't I make a better version of this?" she thought. Feeling stagnant in her career, Franklin used the global pause provided by the pandemic to perform research, investigate the wine industry, and ponder her next move. Another attribute in her arsenal included the time she'd spent living in Europe, where she got to experience Old World wine culture firsthand. As a bonus, one of the first friends she made when moving to the Bay Area, Guiliano Manno, was a practicing sommelier and served as a sounding board for her ideas.

After her mother's sudden death in the same year, Franklin wanted to eliminate any "would've, could've, should've" in her life and finally lead a life of her own design rather than what others expected her to be. Leaving behind a lengthy career in technology, Franklin realized she could meld her prior experience and knowledge with her love of wine by creating a wine subscription service aimed at shaking up the market.

Franklin launched FlyWines (flywines.club) in late 2023. Aiming to be more than just a wine seller, Franklin is passionate about bringing undiscovered and underrepresented wine regions to the US market. To make this happen, Franklin traveled the world, visiting winemakers in person to discover wines missing from store shelves and create a connection with these wineries and winemakers that goes above just being a business partnership. As a Black woman in an industry historically dominated by men, she feels it's essential to have a diverse portfolio and tell stories that show the vastness of the wine industry and the passion that goes into those 750ml bottles sent to customers' doors.

Riding the learning curve in establishing her business has been eased somewhat by technology. However, Franklin emphasized that the time-honored tradition of building one-on-one relationships is just as important as it was 50 years ago. For Franklin, most of the wineries she works with are generations in the making, and she wants to tell their stories with every pour. Through exclusive partnerships with winemakers in Turkey, Northern Italy, California, and soon Portugal, Georgia, Greece, and Morocco, Franklin has made significant inroads in introducing these wines to an entirely new audience that wouldn't have been possible without her advocacy.

Franklin said one thing that differentiates FlyWines from other subscription services, outside of having access to their one-of-a-kind portfolio, is the option to sample before committing to a full order. You can refine your palette preferences while tasting through a four-bottle sample to successfully curate future purchases. Franklin's current model is two bottles a month, as she found other subscription services were overwhelming customers with too many bottles. However, depending on customer demands, her subscription boxes will eventually be expanded to four or six bottles a month.

Following a surge in wine sales during the pandemic, an inevitable correction has seen wine consumption decline in recent years, with a two-to-four percent drop in overall wine volume sales in 2023. The wine industry has the daunting task of capturing the attention and loyalty of an audience with so much to choose from and limited wine knowledge. Despite these challenges, the premium wine segment represents a bright spot as customers buy less but are willing to pay more for a high-quality bottle. Franklin's wine selections frequently fall into the high-end category and are intended for consumers willing to spend more on experience and quality. Franklin singled out one of her selections, a Mosole Tai that she compared to a buttery chardonnay, which kept customers clamoring for more.

Franklin wants to contribute to a wine renaissance through various means of education. FlyWines will soon launch virtual tasting sessions for subscribers, allowing consumers to fully understand their palette and the wine they're tasting. Franklin says she wants "everyone to become their own sommelier" and get excited about expanding their wine knowledge. She is also investigating group events, such as corporate retreats with wine kits, to further her pursuit of wine education and expose customers to overlooked wonders of the wine world.

For many, wine tasting can seem daunting, with people seeing it as a test with hard and fast rules and right and wrong answers. Fearing a poor grade can make people afraid to switch lanes and veer away from what they know. FlyWines wants to be an option for people looking to be more adventurous from the comfort of their homes. Looking to the future, Franklin hopes her leap of faith into the world of wine will inspire others to take theirs with FlyWines and allow themselves to discover the joy of being a curious oenophile.