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UNDERGROUND CELLAR OFFICIALLY LAUNCHES TO DISRUPT $1.4 BILLION DIRECT-TO-CONSUMER WINE INDUSTRY

UNDERGROUND CELLAR OFFICIALLY LAUNCHES TO DISRUPT $1.4 BILLION DIRECT-TO-CONSUMER WINE INDUSTRY

Online Wine Marketplace Allows Consumers to Discover and Purchase Premium Wines and be Rewarded with Free Upgrades to Rare and Private-Stash Bottles

Exciting Startup Celebrates with Month-Long $10,000 Giveaway Promotion


(San Francisco, CA) – March 26, 2014 – Underground Cellar (#undergroundcellar), an exciting new online wine marketplace that randomly rewards wine buyers with free upgrades to rare and private-stash bottles from prestigious wineries, today announced it is coming out of its highly successful six-month beta and is launching publicly.  The website which has been revamped with a new look and enhanced functionality, allows for a more exciting way to discover and buy premium wines online.

To celebrate its launch, Underground Cellar is running a month-long giveaway (#giveaway) starting today with the grand prize winner receiving a Sonoma “Winecation” Getaway for four people, including airfare, dinners, VIP winemaker experiences, and a weekend stay at the luxurious Villa Terra Nova Wine Country Retreat in Sonoma, CA (valued at $6,500USD).  Additional prizes include over $3,000USD of gift cards for free wine (worth up to $200USD each).  Full details can be found at http://www.undergroundcellar.com/winecation

Underground Cellar’s model combats the deep-discounting paradigm that exists today in online marketplaces. Unlike the other countless “deep discount” ecommerce companies, Underground Cellar takes a different approach to help wineries move inventory.  Rather than providing value to buyers through discounts, value is provided through randomized upgrades to more premium wines.  Not only does this allow a winery to maintain its price point by never advertising it at a discount, but it also provides a fun new way for wine consumers to experience high-end wines they might not otherwise purchase or even have access to.

“For several years now, wineries have looked to these ‘flash’ sites to sell their excess and overstocked wine, but at a huge cost — bastardization of their brand, reputation, and pricing structure,” said Jeffrey Shaw, founder and CEO, Underground Cellar.  “The profits for wineries resulting from these flash sales are extremely inconsistent and do not provide reliable revenue streams sustainable over the long-term.”

Shaw continued:  “There is a better way for wineries to quickly sell their wine without sacrificing their brand and future pricing structure.  All they have to do is ditch the discounts and replace them with upgrades!”

Underground Cellar also allows its members to accumulate and store their purchases for free and for an unlimited amount of time in its state-of-the-art, humidity and temperature controlled wine cellar located in Napa Valley, CA.  Known as the “CloudCellar,” members can mix-and-match bottles from different wineries over time, and when they are ready to receive them can simply click on their “CloudCellar” tab and select which bottles they want delivered to their door (members can even request them to arrive chilled and ready to drink nearly anywhere in the US).  This provides buyers a cost-effective way to try wines from many different wineries, because by collecting bottles together the user can save on shipping fees: it’s only $5 to ship 6 bottles, with free shipping on 12 or more.


There is more to Underground Cellar than the exciting upgrades and the exclusive access to rare wines.  At the heart of its rapidly-growing membership base, there is a community and connection between wine lovers, wine-makers and proprietors, which are embraced on the site’s discussion forums and social media platforms.  “We want our members to feel like they get a little piece of the wine lifestyle every time they visit our site or open one of their wine bottles,” says Shaw.

About Underground Cellar
Underground Cellar is a ground-breaking online wine marketplace for discovering and buying premium wine that randomly rewards consumers with free upgrades to rare and private-stash bottles from prestigious wineries.  Members can increase their chance of being upgraded to a higher-value bottle by referring friends, purchasing wine, and participating in discussions with other users.  The company, which is located in San Francisco, CA, allows its users to purchase wine from its preeminent winery partners such as Iron Horse, Peju Winery, Ty Caton, H-G Vineyards, Azari Vineyards and many others, and allows its members to accumulate and store their purchases for free and for an unlimited amount of time in its state-of the-art wine cellar in Napa Valley, CA.  Built upon an active, diverse community of 40,000+ wine lovers and vintners, Underground Cellar is changing the way consumers connect to discuss, share, and buy wine.  For more information, visit www.undergroundcellar.com or www.facebook.com/ucellar .