Underground Cellar is an exciting new way to discover, buy, and store limited-edition wines. Through gamification technology, the platform enables its users to buy wine within their price range and thereafter upgrade a few to higher quality wines. Apart from buying, members can also get free upgrades by introducing friends and participating in discussions with other users. Joining the platform is an easy and free process, provided one is over 21 years.
Thanks to Underground Cellar, wine enthusiasts can now find and learn about wine, as well as buy bottles at their price point while simultaneously leveling up. The e-commerce website also helps the wineries by offering them a different approach to moving their inventory. Underground Cellar redefines the value of premium wine by offering randomized upgrades rather than discounts. This protects the wineries from the negative consequences of discounting their brands and, at the same time, providing a better new way for its members to experience high-end wines without visiting the store to purchase. Most of its deals are direct with the winery, and therefore, a customer is guaranteed of receiving their purchased bottle straight from the winery itself.
Every week, different offers are posted on the platform for its members to view. Each offer consists of a few similar wines with varying listed prices. Members are then required to choose and pay for the lowest-priced bottle. This provides the members a chance to be upgraded to a higher priced-bottle. The process is transparent because all upgrading information is available on the platform.
Active members are provided with an opportunity to become wine collectors by offering them a place to store and accumulate their purchased bottles in the company’s wine cellar called Cloud Cellar. Located in Napa Valley, California, the Cloud Cellar is a humidity and temperature-controlled cellar where members are allowed to store over 500 bottles of wine from several different wineries. They can keep the bottles for unlimited time, and when ready, they simply click on their “CloudCellar” tab and select which bottles they want to be shipped to them. Members can also request that these bottles be delivered chilled and ready to drink to practically any location in the United States. Another benefit is that members receive free ground shipping when they ship 12 bottles.