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Everyone Loves an Upgrade

Everyone Loves an Upgrade

Underground Cellar is a new online wine marketplace for discovering and buying premium wines online. Buyers love us because half or more of the bottles they buy are algorithmically swapped-out to rare and private-stash bottles from prestigious wineries.

But our real benefit is that we provide wineries a sustainable 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 $6B online wine vertical, capturing $40MM of wine sales by Q3 '19.

First we take over wine, then we expand into other luxury verticals...
* gourmet food
* sporting & event tickets
* fashion
* travel

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Ben Herila

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Co-founder, CTO at Underground Cellar. Y Combinator W15. Brown University and Microsoft alum.

Jeffrey Shaw

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Founder @Underground Cellar, Marketing expert that's been around the block
Total raised


Funded over

1 round

Latest round

Sep 2014