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Underground Cellar

Underground Cellar

Curated, Limited-Edition Wines With a Twist

Company Overview

Underground Cellar is an exciting new online wine marketplace to discover, buy, and store premium wines.

Buyers love that over half of the bottles they buy are randomly swapped-out for free to rare and private-stash bottles from prestigious wineries; and they can store up to 500 bottles for free in our "Cloud Cellar" in Napa Valley.

But the real benefit is that we provide wineries a sustainable new sales channel that never uses discounts. This allows them to quickly sell wine without bastardizing their pricing structure or harming their brand image.

Underground Cellar is the first vertical utilizing our patent-pending “reverse-discount” e-commerce platform.

Our plan is to scale within the $5B online wine vertical, capturing $40MM of wine sales by year 3.

First we take over wine, then we expand into other luxury verticals...

* Gift cards
* Fashion
* Jewelry
* Spa services
* Hotel reservations
* ...the WORLD.


  • $2,000,000+ revenue since launch with $150,000 average monthly revenue this year

    October, 2015
  • $425 average customer spend during their first 90 days

    October, 2015
  • 500+ wineries featured, 70,000+ bottles sold, and 100,000+ members

    October, 2015
  • 300% customer growth over past 12 months

    October, 2015
  • 600% monthly revenue growth over past 12 months

    October, 2015


Barbara Corcoran
Barbara Corcoran
Famous 'Shark Tank' Investor
"What I look for in picking companies to invest in are all-star teams with proven pedigrees and a track record of success. That’s why I’m excited to be investing in Underground Cellar."
Euan Guttridge
Euan Guttridge
Operations Engineering Lead @ Google [X]
"The decision to invest followed from my addiction as a customer to the Underground Cellar Platform."