Underground Cellar operates a gamified upgrade platform and a virtual “CloudCellar” that lets users buy bottles now, store up to 500 bottles virtually, and take physical possession with on-demand delivery and free shipping. The company pairs proprietary AI algorithms with a panel of wine experts to curate collections and award variable upgrades — sometimes rare bottles worth up to $10,000 — instead of offering discounts. Its platform targets the $70B consumer U.S. wine market and recently marked the sale of its millionth bottle. Product features include themed curation by varietal or region, buy-now-ship-later storage, and daily deals showcased on its homepage. Underground Cellar plans to use new capital to enhance its gamified platform, deepen relationships with prestigious wineries, and expand the team. The company also added Jeff Hardy as COO, who joined the board to support growth and operations. Underground Cellar operates an online marketplace delivering sommelier-curated premium wine collections and randomly upgrading purchases to limited-edition, rare-vintage, and autographed large-format bottles. The service provides unlimited free storage in a Napa Valley cellar and allows members to ship bottles on demand. Since launching UndergroundCellar.com in April 2014 the company has built a 10-person team in San Francisco and grown a community of 50,000+ wine lovers and vintners. Founder and CEO Jeffrey Shaw (age 28) reports the company has sold over $500,000 worth of wine. The business recently raised $1,000,000 in investor funding and received a high-profile contribution from Barbara Corcoran. After Corcoran recommended the company to her backers via her AngelList fund, Underground Cellar attracted over 60 new investments within hours. The company is seeking an additional $200,000 to expand its user base and bring more premium wineries onto the platform.

Total raised

$14M

Funding rounds

2

Latest round

Series A

Latest activity

Jun 2021