Walking into Saint Goose Wine + Spirits in downtown Franklin feels less like shopping and more like stepping into a wine-loving friend’s living room. The cozy, refined space invites guests to slow down, linger, and discover something new.
“It is cozy, welcoming, and full of character,” said co-owner Heidi Hyland. “Every bottle has a story, and discovery is part of the experience.”
Heidi and her husband, Brent Hyland, carry forward Saint Goose with a simple goal: to make shopping for wine and spirits as meaningful as the occasions shared around them. From the moment guests walk in, they are welcomed warmly, often by name.
“A typical customer journey at Saint Goose is about feeling at home, slowing down, and making meaningful connections with both bottles and people,” Brent explained.
Conversation as Connection
Instead of rushing to find a label, guests are encouraged to share what they enjoy, or even what they don’t. Team members act as guides, using conversation to uncover the perfect bottle.
“Conversation is at the heart of what we do,” Heidi said. “It’s the bridge between a
guest’s curiosity and their perfect bottle. We start by listening, not selling.”
That philosophy has created an atmosphere of trust and interest that keeps guests coming back. Regulars return not only for the bottles but for the community Saint Goose fosters.
A Curated Selection
Part of the shop’s charm lies in its thoughtful inventory. Rather than crowding shelves with endless options, the Hyland's focus on wines and spirits chosen with integrity and intention.
“We look through a unique lens when making inventory decisions,” Brent said. “We try to find producers who farm organically, prioritize sustainability, and ideally are family-owned and operated. If a producer takes extra care to regenerate the land instead of just taking from it, those are the bottles we want to champion.”
The result is a collection that may include unfamiliar labels, but discovery is part of the fun. One guest, fresh from a trip to Italy, came searching for a sparkling wine they had enjoyed abroad. Not only did they find it at Saint Goose, but they also shared a detail that delighted the team: a subtle mark on the bottom of the bottle left by the person who rotates each one by hand during production.
“It was a beautiful reminder,” Joel, Director of Wine + Spirits, said, “that behind every bottle lies not just terroir and craft, but the touch of real people and traditions carried on through generations.”
Beyond the Bottle
At Saint Goose, intentionality extends far beyond everyday browsing. From casual Friday tastings to focused educational classes, each experience is designed to deepen understanding and enjoyment. Guests often leave not just with a bottle, but with knowledge, stories, and a reason to return.
Joel’s favorite recommendation illustrates that spirit of discovery: Vincent Roussely Orange Sauvignon Blanc.
“Most people know Sauvignon Blanc from New Zealand or Sancerre,” he explained. “But when the grapes spend time macerating on their skins, they develop a beautiful orange hue and transform into something completely unexpected. Guests are surprised to learn that Sauvignon Blanc can be made this way, and that it tastes so different from what they imagined.”
A Space to Savor
At its core, Saint Goose is about elevating a simple purchase into a soulful experience. It’s about slowing down, savoring stories, and making connections that last long after the bottle is gone.
“For us, intentionality means creating a space where guests can browse without feeling rushed, ask questions without judgment, and make choices they feel great about,” Heidi said.
Because at Saint Goose, guests leave with more than a bottle. They leave with
connection, knowledge, and a story worth toasting.
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