Life’s all about taking risks, and sometimes a single bold choice can change everything. Just ask Miriam Yoo. Eight years ago, she traded her successful career as an entertainment lawyer to pursue her entrepreneurial dream and launch Flask & Field, a wine and spirits shop. 

Since then, she’s never looked back. “It’s all of the things that a job could be and so many things that I could never have expected to experience,” Yoo told The LA Local.

Nearly a decade later, Flask & Field has become a downtown LA go-to destination for wine hangs, the point of the day where Yoo and her staff offer complimentary pours during select hours.

The wine hangs

At Flask & Field, visitors are instantly transported into Yoo’s dreamscape of spirits, wines and nonalcoholic bottles with custom-made tags that are ever so thoughtfully detailed and creatively amusing. At every corner, you’ll find a selection of gifts like artisanal chocolates, specialty teas and mixology tools, as well as quirky finds like a pickle wine stopper or an olive hair clip.

For customers looking to shop and unwind late in the day, Yoo and her staff uncork two or three new bottles from Thursday to Friday between 4 and 6 p.m. She calls these “natural wine happy hours,” where they talk about the wines, share opinions and offer samples while chatting with customers.

On Saturdays and Sundays from 1 to 4 p.m., the tasting events are more structured. Brand representatives and winemakers are there to answer customers’ questions about their products. 

“It gives our partners a chance to sort of communicate directly with our customers, introduce themselves, tell them about their brand and their business,” Yoo said. 

Best of all, tastings are free and include discounts on featured wines.

Ultimately, Yoo’s goal was not just to open a wine and spirits shop but to create a space for people to hang out, chat and feel a little bit of a respite.

“It’s super rewarding,” Yoo said, “because ultimately, you’re selling things that help people enjoy their lives or gather with their friends and family.”

How the dream became real

Yoo worked as an entertainment lawyer for nine years while she fantasized about opening a place like Flask & Field. 

Yoo would picture herself in an adorable, rom-com-type scenario: a solo shopkeeper in a perfectly curated wine shop, greeting regulars with a smile and savoring whimsical moments. 

In 2018, Yoo’s dream of opening her own brick-and-mortar shop had finally become a reality, but it wasn’t a rom-com. It was actually a lot of hard work, she said. She had to struggle to stay afloat especially during the early days of the pandemic. But that rough time forced her to constantly evolve.

During the shutdown, for example, Miriam and her team pivoted to having an online storefront; sales skyrocketed. In-person foot traffic halted, but they found a way to meet new and regular customers by setting up a small, COVID-safe booth, so there was still a shopping presence for those visiting Flask & Field.

That spirit of constant evolution is still part of the way Yoo does business. To keep up with the latest in craft beers, mezcals, soju, whiskey, wines and more, Yoo and her team set up meetings with buyers to collaborate, organize weekly tastings, and forge relationships with small businesses. 

They regularly use Instagram  to post about alcoholic drinks and non-spirits, as well as flyers. Currently, they are creating social media videos where they show off new bottles, give insight into where they come from and share their honest reviews. 

“Knowledge is the currency. We want to just know everything that’s out there and how it’s tasting this season,” Yoo said. 

Part of that currency is getting to know their customers, especially their views on certain brands. 

“Something that we noticed was that the younger generation, in general, cares more about farming practices, labor practices and price point. That’s also very important,” she said.

In 2021, Yoo saw growing interest in alcohol-free beers and wines, as more people traded hangovers for deliciously vibrant zero-proof crafted beverages as a healthy alternative. As demand grew, Yoo embraced innovation and expanded her selection to include botanical spirits and de-alcoholized wines. 

“The brands have done such a good job being creative, and the products now are so much better than they were in 2021,” Yoo said.